3 MARKETING CAMPAIGNS THAT WENT VIRAL AROUND THE WORLD

3 MARKETING CAMPAIGNS THAT WENT VIRAL AROUND THE WORLD

  • ALS ICE BUCKET CHALLENGE

The ice bucket challenge is a campaign to promote awareness of amyotrophic lateral sclerosis(ALS)- also known as Lou Gehrig’s disease and encourage donations for research. In this campaign a person was filmed as a bucket of water and ice is dumped over the individual’s head. The individual then nominates a minimum of three people to do the same thing, having only a 24-hour frame time to complete the challenge and make a donation to the Amyotrophic Lateral Sclerosis Association. 

It went viral in July and August 2014, using social media as a platform to reach a worldwide audience. More than 17 million people posted videos online, including Bill Gates and former president George Bush. Over a two year period the money raised through the challenge helped fund research and development of treatment drugs. The origin of the campaign has been attributed to Pete Frates, a Boston College alumnus who was diagnosed with ALS in march 2012. 

The Ice Bucket Challenge raised more than $115 million for the ALS Association. A chart from the ALS Association shows that $77 million, or 67% of the funds were designated to research and another $23 million or 20%, were given to the patient and community services.

  • DOVE REAL BEAUTY SKETCHES 

Dove real beauty sketches is a short film produced in 2013 as part of the Dove Campaign for real beauty marketing campaign. The self-esteem enhancing message of the video obviously resonated with a huge audience, despite some criticism. It was uploaded in 25 different languages to 33 of Dove’s youtube channels and has been viewed in more than 110 countries. Over half 54% of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world. Back in 2007, when dove won the Cannes grand prix, the Real Beauty concept was a completely different point of view from the entire beauty industry. According to statistics, only 4% of women feel good about themselves across the world. From the very beginning dove tried to look for an idea that could actually prove they are wrong about their self image. An extensive research took place to find out the best sketch artist out there. There’s something really powerful when you bring together two different elements from completely different worlds: Gil Zamora an FBI-trained sketch artist and women’s self esteem. 

I think it went viral because it moves you, because it makes you think, because it’s based on a true insight. Most of the ads don’t evoke clear emotions, they just communicate a particular product or service benefit. They wanted to do something really emotional. Most women cry when they watch it. But not only women, men too because they think of their mothers, daughters and sisters. This project was pretty diverse. 

  • MILLER

Although miller doesn’t need any introduction, who doesn’t know the phrase ‘its miller time!’- their marketing team knows the value of a good marketing campaign. Miller Lite encouraged their supporters to put their cellphones and spend time drinking their beer with their friends and loved ones. On top of that, Miller gave away free beer to all their followers on social media that unfollowed them.  Their move was a risky one but it paid off. Miller was able to get attention from a whole new generation. Although people were a little confused on whether or not they should start following Miller on social media as they loved the theme of the campaign. 

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