3 social media ROI lessons from the Ice Bucket Challenge

Two years after going viral, the campaign that asked participants to dump ice water on their heads offers insight into how social media marketing can make an organization serious money.

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Nearly two years after the Ice Bucket Challenge took the internet by storm, asking millions of people to pour ice water over their heads to raise awareness for ALS (and donate to the cause), the ALS Association has proven the value of social media. Research funded by the challenge has led to the identification of a gene responsible for the disease.

The Ice Bucket Challenge raised $115 million in eight weeks and engaged numerous celebrities. Social media users posted 17 million videos online.

As the movement grew, so did awareness of ALS and its debilitating effects. Not only did the Ice Bucket Challenge introduce new audiences to ALS and build a case for funding research, but it led to an important scientific discovery that many herald as a breakthrough.

That is ROI worth talking about.

How do you create the next Ice Bucket Challenge?

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