4.4: Case Study, ALS Association’s ice bucket challenge - a social media triumph

Figure \(\PageIndex{1}\): Ice bucket challenge. (Wikimedia Commons, CCBY; Kimberly Quintano)

Case Study: ALS Association’s ice bucket challenge - a social media triumph

(This case study analysis is based on this article and this website.)

Overview of ALS Association

The ALS Association is a nonprofit organization dedicated to advocating for individuals living with Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig’s disease. The organization provides resources, support, and funding for ALS research and awareness campaigns. In 2014, the ALS Association became the focal point of one of the most viral social media campaigns in history: the Ice Bucket Challenge. This campaign not only raised awareness about ALS but also led to a significant increase in donations to fund research.

 

Background

ALS is a rare and progressive neurodegenerative disease that affects nerve cells in the brain and spinal cord, leading to muscle weakness and paralysis. Though widely known, the disease had not garnered much media attention in the years prior to 2014, and funding for research remained limited. The ALS Association was in search of ways to raise awareness and support for ALS research when the Ice Bucket Challenge organically emerged through social media. What started as a grassroots, community-driven movement quickly turned into an international viral sensation, catching the attention of celebrities, politicians, athletes, and everyday social media users.

 

Campaign Goals

1. Raise Awareness: The primary goal of the campaign was to educate the public about ALS, as many people were unfamiliar with the disease.

2. Generate Donations: The campaign aimed to raise funds for ALS research, helping to find treatments and eventually a cure for the disease.

3. Engage the Public: The Ice Bucket Challenge sought to involve as many people as possible through an interactive and fun way to contribute to the cause.

4. Leverage Influencers: By encouraging celebrities and influential figures to participate, the ALS Association wanted to expand the campaign’s reach.

 

Social Media Strategy

1. Viral Content: The challenge was simple: participants filmed themselves dumping a bucket of ice water on their heads, then nominated friends to do the same within 24 hours or make a donation to the ALS Association. The videos were shared across social media platforms with the hashtag #IceBucketChallenge, allowing the content to spread rapidly. The public nature of the nominations encouraged mass participation and kept the campaign circulating.

2. Celebrity and Influencer Engagement: The ALS Association capitalized on the involvement of high-profile celebrities, such as Bill Gates, Oprah Winfrey, and LeBron James, who posted their videos online. As more celebrities participated, media coverage grew, which helped extend the reach of the campaign. The participation of influencers amplified the message and encouraged their followers to join in.

3. User-Generated Content: The campaign’s interactive format encouraged user-generated content on an unprecedented scale. Everyday social media users became both participants and promoters of the cause, leading to millions of video uploads globally. This peer-to-peer engagement kept the momentum going, with new videos and donations being shared across social networks daily.

4. Cross-Platform Promotion: The ALS Association strategically used multiple social media platforms to promote the challenge, sharing stories, highlighting key participants, and providing updates on the campaign’s progress. Facebook was the primary platform, but Twitter and YouTube were also heavily used for video content, which played a key role in sustaining the viral movement.

5. Emotional Appeal: ALS patients and their families shared personal stories on social media, creating an emotional connection with the audience. These stories served as a reminder of the cause behind the challenge, increasing the likelihood of donations and reinforcing the campaign's core message.

 

Results and Impact

The Ice Bucket Challenge proved to be one of the most successful social media-driven public relations campaigns in the nonprofit sector. Its results were remarkable both in terms of awareness and financial impact.

1. Awareness Raised: The campaign brought ALS into the global spotlight. According to the ALS Association, more than 17 million people uploaded their challenge videos, and the campaign was mentioned in over 2.2 million tweets. By reaching a massive audience, it succeeded in significantly increasing public understanding of ALS.

2. Financial Success: The ALS Association reported raising over $115 million in donations in just eight weeks during the peak of the challenge, a substantial increase compared to previous years. These funds were used for ALS research, patient services, and advocacy efforts. A portion of the donations led to the discovery of a new ALS gene, highlighting the campaign’s long-term impact on ALS research.

3. Sustained Engagement: Although the Ice Bucket Challenge was at its height in 2014, the ALS Association continues to benefit from the attention and goodwill generated by the campaign. The organization has seen a continued increase in both donations and volunteer support since the campaign.

4. Global Reach: The campaign spread far beyond the United States, with people from all over the world participating. This global reach helped turn a local, community-driven effort into a global phenomenon, engaging millions of people across different countries and cultures.

5. Media Coverage: The viral nature of the Ice Bucket Challenge resulted in widespread media coverage, from major news outlets to niche blogs, further amplifying the message. This constant media attention contributed to the campaign's visibility and longevity.

Conclusion

The success of the ALS Ice Bucket Challenge lies in the combination of an easy-to-participate activity, peer-to-peer engagement, and the involvement of high-profile influencers. By leveraging social media platforms, the ALS Association was able to raise awareness, engage the public, and generate unprecedented donations, all while creating a campaign that resonated emotionally with participants.

The Ice Bucket Challenge exemplifies the power of viral social media campaigns in the nonprofit sector, demonstrating that with the right mix of creativity, engagement, and platform strategy, even a small organization can achieve global impact.

Discussion 4.4

1. What specific factors contributed to the viral nature of the Ice Bucket Challenge, and how did the ALS Association leverage these factors to achieve global reach? Discuss the role of peer-to-peer engagement, user-generated content, and the participation of celebrities and influencers in amplifying the campaign.
2. In what ways did the emotional appeal of the campaign (through stories of ALS patients) contribute to its success, and how important is emotional storytelling in nonprofit social media campaigns? Explore how connecting with audiences on an emotional level can encourage participation and donations in nonprofit campaigns.
3. How did the Ice Bucket Challenge's reliance on social media platforms like Facebook, Twitter, and YouTube impact the campaign's visibility and long-term success? Could the same campaign be as successful today, and why or why not? Consider how social media trends and platform usage have evolved since 2014 and how they might affect a similar campaign today.
4. What lessons can other nonprofit organizations learn from the ALS Ice Bucket Challenge about using social media to raise both awareness and funds? What are some potential challenges or risks associated with trying to replicate this kind of viral success? Discuss the balance between creating viral content and maintaining focus on the campaign’s mission.