HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association...

47
HOW THE ALS IBC BECAME A PHENOMENON

TAGS:

Transcript of HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association...

Page 1: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

HOW THE ALS IBC BECAME A PHENOMENON

https://youtu.be/ObC0lcC-hLA
Page 2: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter

Lianne Wade, VP Account Director, Wilde Agency

@DMA_USA's #AndThen15@lynnaaronson1@liannewade

2

CO-PRESENTERS

Page 3: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

How many of you have been challenged?

3

How many of you took the challenge?

Who knows someone with ALS?

Page 4: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

• What Happened

• Top Marketing Implications

• Driving Elements

• The Human Behavior Advantage

• Takeaways And What’s Next

4

WHAT YOU’LL LEARN TODAY

Page 5: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

5

The best problem a charity could ever have.

Page 6: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.
Page 7: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

“What an opportunity we’ve been given to change the world…I’m going to get this disease in front of philanthropists like Bill Gates,”

- Pete Frates

Page 8: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

What Happened

Page 9: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Slacktivism

Page 10: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

IBC Videos Watched 1 BILLION + times = one of the biggest video memes in the history of the Internet.

440 million users uploaded IBC videos with over 10 billion views.

By August 29, the IBC had 4.5 million Twitter mentions.

Page 11: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.
Page 12: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.
Page 13: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

• Wikipedia Searches for ALS: 2.89 million times in August, compared to an average of only 163,300 times per month between January 2013 and July 2014 = 18-fold increase!!

• Web Traffic: In August 30 million visitors in total to alsa.org. 4.5 million visits on Aug 20, 83% of those were new visits. Up from average of 17,500 daily visits.

Page 14: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

And it produced results…$115 Million raised!

• # Contributions: 2.5 million• 10 times the annual amount received in prior years

14

Page 15: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.
Page 16: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Top Marketing Implications

Page 17: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

17

Page 18: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

18

Page 19: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

19

Page 20: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

20

“A lie gets halfway around the world before the truth has a chance to get its pants on.”

- Winston Churchill

Page 21: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.
Page 22: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

# 1 Reason Why?

• A friend challenged me (68%)

# 1 Reason Why Not?

• No one challenged me (65%)

Why Did You Participate in IBC?

MARKET RESEARCH

Page 23: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Not surprisingly, people felt that it was fun, meaningful and inspirational. MOTIVATIONAL!

23

What are your perceptions of the IBC?

MARKET RESEARCH

Page 24: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Yes, if challenged by:

• A friend of family member 32%

• The ALS Association 27%

• A celebrity of leader 22%

• Team or sports figure 18%

• A product or brand 17%

24

Will you participate again?

MARKET RESEARCH

Page 25: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Driving Elements

Page 26: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

26

The Environment

Page 27: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

27

The Power of Community

Page 28: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

28

Simplicity

Page 29: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

29

Emotion

Page 30: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

30

Page 31: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

31

Energy Exchange

Page 32: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

32

Page 33: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Emotion

“I realized I was witnessing hope. It was so powerful - I will never forget it.”

33

“I realized I was witnessing hope. It was so powerful - I will never forget it.” – ALS Staff Member

https://youtu.be/B9kK7UvAytA
Page 34: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

34

A Trigger

Page 35: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

The Human Behavior Advantage

Page 36: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Consistency Principle

Cognitive Fluency

Novelty

Social Proof

Storytelling

Page 37: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Social Proof

https://youtu.be/XS6ysDFTbLU
Page 38: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

38

Twitter post: I'm worried that if Hell exists, and I end up there, it will be because I didn't accept my #IceBucketChallenge from last summer.

https://twitter.com/hashtag/IceBucketChallenge?src=hash
https://twitter.com/hashtag/IceBucketChallenge?src=hash
Page 39: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Novelty

39

Novelty

https://youtu.be/8M44FwNadq0
Page 40: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

40

#IceBucketChallenge

Cognitive Fluency

https://youtu.be/8M44FwNadq0
Page 41: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Takeaways

Page 42: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

For ALS Association

42

1) Early recognition 2) Loop in national organization 3) Spoke with one voice4) Promote DONATE 5) Share how much money is being raised and

how it is being spent6) Develop ongoing stewardship process

https://youtu.be/8M44FwNadq0
Page 43: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

For Marketers

43

1) Tap into emotions2) Be authentic3) Tell a story4) Promote positivity5) Keep it simple6) Leverage Human Behavioral Triggers7) Promote sharing through social, other media

https://youtu.be/8M44FwNadq0
Page 44: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

What’s Next

Page 45: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Consistency Principle

45

Page 46: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

Cognitive Fluency

46

Page 47: HOW THE ALS IBC BECAME A PHENOMENON. Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter Lianne Wade, VP Account Director, Wilde.

47

THANK YOU!

QUESTIONS?

@DMA_USA's #AndThen15@lynnaaronson1

@liannewade


Synthetically Engineered Artemisinin Lianne Ryan.

Synthetically Engineered Artemisinin Lianne Ryan.

Keith Aaronson, Mark Slaughter, Edwin McGee, William Cotts ...

Keith Aaronson, Mark Slaughter, Edwin McGee, William Cotts ...

Live Active / Vitality Introduction Lianne Thomas.

Live Active / Vitality Introduction Lianne Thomas.

Lianne Grosvenor CV

Lianne Grosvenor CV

Psychedelics by Bernard Aaronson and Humphry Osmond

Psychedelics by Bernard Aaronson and Humphry Osmond

Fast Timing with Diamond Detectors Lianne Scruton.

Fast Timing with Diamond Detectors Lianne Scruton.

Talent voor Excellent Personalized Learning, Februari 2014 Lianne Hoogeveen.

Talent voor Excellent Personalized Learning, Februari 2014 Lianne Hoogeveen.

Live Active / Vitality Introduction Lianne Thomas

Live Active / Vitality Introduction Lianne Thomas

Quantum Computing and Hollywood San Jose State University April 15, 2004 Scott Aaronson UC Berkeley aaronson.

Quantum Computing and Hollywood San Jose State University April 15, 2004 Scott Aaronson UC Berkeley aaronson.

1 Quantum Computing: What’s It Good For? Scott Aaronson Computer Science Department, UC Berkeley January 10, 2002 aaronson John.

1 Quantum Computing: What’s It Good For? Scott Aaronson Computer Science Department, UC Berkeley January 10, 2002 aaronson John.

Scott Aaronson (MIT)

Scott Aaronson (MIT)

Hon. Lianne Dalziel. Mayor of Christchurch

Hon. Lianne Dalziel. Mayor of Christchurch

Quantum Computing and Hidden Variables - Scott Aaronson

Quantum Computing and Hidden Variables - Scott Aaronson

Quantum Computing: Whats It Good For? Scott Aaronson Computer Science Department, UC Berkeley January 10, 2002 aaronson.

Quantum Computing: Whats It Good For? Scott Aaronson Computer Science Department, UC Berkeley January 10, 2002 aaronson.

Lianne Elliott's Portfolio

Lianne Elliott's Portfolio

The Incredible Power of Post Selection (Scott Aaronson)

The Incredible Power of Post Selection (Scott Aaronson)

Jack Aaronson

Jack Aaronson

Scott Aaronson Institut pour l' É tude Avançée

Scott Aaronson Institut pour l' É tude Avançée

Cemetery Records by Last Name - hshccatalog.org · Aaronson, Harry E. 1955 Saint George's Episcopal Church [Spesutia] Aaronson, Henrietta R. 1960 Baker Cemetery Aaronson, James K.

Cemetery Records by Last Name - hshccatalog.org · Aaronson, Harry E. 1955 Saint George's Episcopal Church [Spesutia] Aaronson, Henrietta R. 1960 Baker Cemetery Aaronson, James K.

Health effects modeling Lianne Sheppard University of Washington.

Health effects modeling Lianne Sheppard University of Washington.