how the als ibc became a phenomenon. lynn aaronson, executive director, als association...

HOW THE ALS IBC BECAME A PHENOMENON

Lynn Aaronson, Executive Director, ALS Association Massachusetts Chapter

Lianne Wade, VP Account Director, Wilde Agency

@DMA_USA's #AndThen15@lynnaaronson1@liannewade

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CO-PRESENTERS

How many of you have been challenged?

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How many of you took the challenge?

Who knows someone with ALS?

• What Happened

• Top Marketing Implications

• Driving Elements

• The Human Behavior Advantage

• Takeaways And What’s Next

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WHAT YOU’LL LEARN TODAY

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The best problem a charity could ever have.

“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

What Happened

Slacktivism

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.

• 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.

And it produced results…$115 Million raised!

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

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Top Marketing Implications

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

- Winston Churchill

# 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

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

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What are your perceptions of the IBC?

MARKET RESEARCH

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%

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Will you participate again?

MARKET RESEARCH

Driving Elements

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The Environment

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The Power of Community

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Simplicity

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Emotion

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Energy Exchange

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Emotion

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

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

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A Trigger

The Human Behavior Advantage

Consistency Principle

Cognitive Fluency

Novelty

Social Proof

Storytelling

Social Proof

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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.

Novelty

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Novelty

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#IceBucketChallenge

Cognitive Fluency

Takeaways

For ALS Association

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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

For Marketers

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

What’s Next

Consistency Principle

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Cognitive Fluency

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THANK YOU!

QUESTIONS?

@DMA_USA's #AndThen15@lynnaaronson1

@liannewade