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Tell - a - Tale

Story told by IDEATELABS

What is an Ice bucket Challenge?

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Story told by IDEATELABS

Why was it started?

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Objective

Primary objective: To raise funds for finding a cure of the disease

Secondary objective: Spread awareness about ALS

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Who started the challenge?

Patients Pete Frates, Pat Quinn, Anthony Senerchia and their families believed this and they challenged themselves to combat this degenerative and silent disease with something light, fun and easy.

And to leverage the power of the social graph to make it spread like wildfire. ALS Ice Bucket Challenge was born.

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Campaign Strategy & Execution

The campaign rolled out slowly but strategically,

The challenge dared folks to dump a bucket of ice water over their heads, post the video on Facebook, tag a friend to do the same & donate money if you want

The friends of the family accepted the challenge, then it spread to adjacent communities, then new cities, then new countries, then athletes & celebrities etc.

The rest they say is history!

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Campaign Performance

159 countries

participated

$220 million raised

70 billion video views

counted

3. 17 million videos created

More people participated

than the Super Bowl and Oscars,

combined.

More money was raised each day than the annual

budget of the ALS Association in

New York

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So what is so special about this?

over 440 million people viewed the videos with no media spend whatsoever.

over 50 political figures, 200 notable actors, 200 athletes, & 220 musicians have participated

Google search for “ALS” showed awareness spike. Cancer was in red line

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Analysis of the campaign

Doing Good feels good

The star of the bunch Bill Gates

with 5 million views fanned the campaign more

The fact that it was a challenge

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Campaign highlights

• The fact that zero penny was spent but 220 million was raised is an achievement in itself • The ALS association has continued the campaign and still urge people to take the challenge every August• Participation of celebrities has given the campaign a boost

Campaign lowlights

• Not many know that it was done for a cause and had to donate some money• The campaign lost its message when it travelled from one country to another and became more of a game people

challenged for. • Though the campaign received a good response for some time but it could not sustain its hype.

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Thank you