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© 2014 GMR

DIGITIZING SOCIAL CAUSE CAMPAIGNS

Presented by Dana Aschaker – GMR Marketing and Hannah Peltier – Les Turner ALS Foundation

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WHAT IS VIRAL

MARKETING?

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WHY DOES VIRAL

MARKETING WORK?

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KEYS TO RUNNING A SUCCESSFUL

VIRAL MARKETING CAMPAIGN

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A MARKETING CAMPAIGN THAT BECAME A HIT

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DOVE: REAL BEAUTY SKETCHEShttps://www.youtube.com/watch?v=XpaOjMXyJGk

GMR MARKETING

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Our PhilosophyGET IN THEIR HEARTS TO STAY IN THEIR LIVESSuccessful brands don’t sell to consumers; they connect with them.

They get in their hearts, to get in their minds, to stay in their lives.

We help brands to connect with consumers through sports, lifestyle, entertainment and music – things people are truly passionate about.

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GMR SNAPSHOT

35 of engagement marketing industry leadership

A fully-networked team of 650+ full-time employees, with more than 17,000 field employees

Thousands of brand engagements that captivate consumer attention, influence opinion and change behavior

GMR has consistently led the way in defining our industry

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GMR DIGITAL + MOBILE + SOCIAL CLIENTSWe have the privilege of working with some of the worlds’ best brands and Mobile Agency for all Pepsi and Frito-Lay brands, 7-Eleven, Slurpee and Lowe’sSocial Agency for Angostura, Xfinity Sports and College and many others

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VIRAL MARKETING WITHIN GMR

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FXAMERICAN HORROR STORY HOUSE CALLS

Generate buzz and build fan base pre-launch for American Horror Story

Fans can sign up for a chance to have a film crew and character from the show scare them at their house. Resulting videos were leveraged in social channels to build awareness for the show.

Microsite development, digital execution, web cam takeovers, media tactics, casting calls, video/TV production.

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AMERICAN HORROR STORY HOUSE CALLShttps://www.youtube.com/watch?v=FH6kIAVtrgc

NEW BALANCE AND GMR 11.7.2014

Susan G. Komen Race for the Cure

GMR manages all of the logistics and activation at 139 Race for theCure events annually across the country

Over 85% of those events have a local retail store partner that GMR works with to sell New Balance’s Lace Up for the Cure collection apparel and shoes on-site

A few statistics:

GMR hires 171 staff

Roughly 1.5 million attendees

Nearly 600,000 impressions via giveaways

Over $50,000 raised year to date, via shoe lace donation program

Over $5,000 donated from local retail store sales donations

GMR and New Balance have been partners for the last 9 years

New Balance and Komen celebrating 25th year of partnership2

© 2014 GMR

The Susan G. Komen 3-day

Roughly 11,000 participants, plus Family andFriends on Saturday nights at camp

GMR hires 1 Field Manager along with 1 local brand ambassador in each of the 7 markets

GMR Warehouse manages the transport of two large road cases with all program materials, as well as local shipments as needed

Average sales for the retail stores to date is nearly $8,000

Total Sales for the first 4 events: $30,573

GMR manages the 3-day activation in 7markets across the country.

Each of the 7 markets have a retail store partner that sells New Balance Lace Up for the Cure Collection apparel and shoes on-site

Activation at this event includes; recognition of the Top Training Walk leader, who is awarded VIP camping accommodations in a branded New Balance camping tent, a New Balancecheer team along the route on day 2, shopping,

fun activities, giveaways, a finish line prize and a place to rest! 3

© 2014 GMR

Lace Up 365

Lace Up 365 is a program that was launched in late 2013 by NewBalance as a way to recognize breast cancer survivors as well as to share their stories. GMR was instrumental in communicating the launch of the program at the Susan G. Komen events. To date, the program is just shy of 2,500 members to the Pink Laces Club. GMR isfulfilling all incentive items for this program as well.

2015 brings a change in the program from mainly recognizingsurvivorship to recognizing how a healthy lifestyle and exercise canreduce your risk for breast cancer. GMR will once again supportcommunicating this program on event.

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MARKETING #LACEUP365

© 2014 GMR

Make October Last All Year LongDedicate your daily run, walk, bike or swim to a survivor and share it with the hash tag #LaceUp365 on Twitter, Facebook and Instagram. Together we can make October last all year long.

Users were directed to the www.newbalance.com/laceup website where they could sign up to be part of the “Pink Laces Club”. Once they joined, we sent each member a welcome post card along with a complimentary pair of pink shoe laces. They received additional giveaways throughout the year (training journals, ear buds, etc.). Additionally, survivors could go to the website and nominate themselves to be a survivor of the day by sharing their story.

#LACEUP365 AT THE 3-DAY

Social Media Grassroots:ALS Ice Bucket ChallengeHannah PeltierLes Turner ALS Foundation

What is ALS?

Les Turner ALS Foundation– Serves 90% of

Chicagoland’s ALS population

– Les Turner ALS Research and Patient Center at Northwestern Medicine

– Home and Community Services Program

ALS Ice Bucket Challenge:The Story

The Origin

– Chris Kennedy – PGA Golfer– “Cold Water Challenge”– Connection to ALS

Running With It: The Faces of IBC

Running With It: The Faces of IBC

– “The story right now goes: you’ve got ALS, have it for a little while, a long while, but either way, the end is always the same. ALS always wins. So in order to rewrite the end of it, we need to raise awareness and money.”

– Pete Frates, Person with ALS (PALS)

Running With It: The Faces of IBC

Running With It: The Faces of IBC

– How It Grew– Concentrated East Coast

community– Younger demographic– Personal connections

– Sport influence: Red Sox, Bruins, Yankees

– Sparking celebrity involvement

Celebrity Influence

Les Turner ALS Foundation:Leveraging the IBC

Goals

Challenges

– Reactionary– How to stay relevant in

saturated media?

– Distinguishing Brand– Local organizations vs.

National ALS Association– Donor confusion

• Loss of donations

– Resources

Accept. Donate. Give Hope. Make a Difference.

– Website Creation– Headquarters IBC– Why donate to LTALSF?– Accomplishments– Gallery

– YouTube playlist– News articles

Accept. Donate. Give Hope. Make a Difference.

– Make Connections– Contacted supporters,

donors and corporations– Encouraged matching gift

programs

– Think IBC, Think LTALSF

Accept. Donate. Give Hope. Make a Difference.

– Social Media– Participants

• Shared all content supporting LTALSF

• All platforms

– Example: ALSA• Twitter & Instagram

feed on website– Celebrity focus

Success of the IBC

Global Metrics– Facebook

– 17 million videos IBC related were shared to Facebook.

• Viewed more than 10 billion times by more than 440 million people.

– Over 28 million posted, commented or liked a challenge post.

– Top 5 Participating Countries: • US, Australia, New Zealand,

Canada and Mexico

Global Metrics

– Instagram– 3.7 million videos– Concentrated in the US

• Canada, Turkey, UK

Global Metrics

– Twitter– 4.5 Million Twitter mentions.

Global Metrics

– Websites– Wikipedia: ALS

• 2.7 million views • Compared to 1.6 million

during 2013– National ALSA website

• Average daily: 17,500• Peak 4.5 million visits on

August 20• Total month: 30 million

Global Metrics

– Donations– National ALSA

• $110 million compared to 2.7 million during the same period last year

– MND Association (UK)• Over ₤200,000 a week in

donations • Last week of August -

received ₤2.7 million

Les Turner Metrics

– $1 Million Campaign– New Donors

– +3,000

– Month Comparison: 442%– Matching Gifts/Sponsors

Les Turner Metrics

– Website– 474% increase

– Social Media Followers– Facebook: 1,825% – Instagram: 25%– Twitter: 6%

What We Can LearnFrom the IBC

Replicate– We don’t create a phenomenon ourselves. The market

creates the phenomenon. You just create something so compelling that your audience's response is what creates the phenomenon.

– John Brubaker, entrepreneur.com

Trends

– Leverage trends– Simple Goal– Emotional Connection– Easy & Accessible

– All platforms

– Peer Pressure– Immediacy

Les Turner ALS Foundationhelpcureals.org

#AMAforALS

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QUESTIONS?