Ice Bucket Challenge campaign!

Campaign overview

The ice bucket challenge was done in 2014 into 2015, it was done to raise money for the ALS charity. The charity raise money for people who have motor neurone disease which attacks nerves and leads to weakness in your muscles. The whole idea of the ice bucket challenge was to cover yourself in freezing cold water for you to experience what it feels like for people who suffer from the disease.

How did the campaign engage their audience? (3 examples)

1. The campaign engaged their audience by making it something fun to do and you did not need to participate to donate. Instructions were given with this and explained what you needed and how to do it. It was simple to text a donation as all instructions were simple and clear. You were also given the option to do an even which would appeal to people who like organising.
2. Audiences were engaged by seeing videos of celebrities participating, within 2 months over 1 million videos were posted of people participating in the challenge. Obama at first declined the offer of doing the challenge and decided to donate instead but in the end he joined in and done the challenge. A lot of people would see this political member and think highly of him for helping charity and engage them.
3. TV adverts were made supporting the charity, which also engaged people as they found out more about it and what they could do to help and participate.

How did the campaign get users linking/participating? (3 examples)

1. People were linking and participating by posting their own videos on social media after they had done the challenge.
2. Also at the end of the video people were nominating specific friends to then do the challenge too by tagging them in the video or even just mentioning them in the video.
3. People were also participating/linking by tagging people in other peoples videos or even tagging or liking celebrities videos so that more people could view them.

Success of the campaign 

The campaign was proven to be successful as in the space of a few months the money raised was over 6 times the amount that was raised in the previous year. Although a lot of new donors were only donating the once and not monthly it still raised a lot of awareness and a lot of money.