Chances are you've also taken part in a TikTok challenge at least once? The craze for social networks is growing every year. Bloggers try to outdo each other, including in videos. In 2014, a new wave of video challenges began with the charity event "Ice bucket Challenge".
The campaign was held in support of the ALS (amyotrophic lateral sclerosis) Association's research, and its idea was quite simple. A social network user was asked to film himself pouring a bucket of ice water over his head, share the video with his friends, and invite them to do the same. This video challenge quickly spread around the world.
ALS Ice Bucket Challenge
As it turned out later, the physician database idea of the challenge did not originally belong to the ALS Association. The mass project was launched by two activists - Pat Quinn and Pete Frates, who were not members of any organization. Internet users were not given precise instructions on whether they could take part in the video challenge instead of a voluntary financial contribution or whether the video was only an addition to the donation. Despite this, the action became large-scale and attracted the attention of a global audience. As a result, its organizers managed to raise $ 220 million for research.
The funds raised have played a major role in the treatment of ALS. In 2016, researchers discovered the gene that causes the dangerous disease, created a drug, and developed a new targeted gene therapy regimen.
This is an example of a successful advertising campaign. What contributed to its effectiveness?
We Are Social's Director of Strategic Development Eba Adeyeri believes that in the case of the Ice bucket challenge, the online platform was used to focus on the personal qualities of bloggers and users. The participants in the challenge showed a competitive spirit and began to compete with each other. Each tried to make their video more interesting, funny or shocking than the others. Eba Adeyeri also noted that many people tend to demonstrate narcissistic character traits on social networks; they are ready to use any opportunity to publish a personal photo or video with their participation.