Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
#ALSIceBucketChallenge
The campaign was successfully used to encourage the young electorate to come out and vote during the presidential elections
RECOGNIZING FANS
Recognizing fans boosts mid-funnel engagement by fostering community—when people feel they belong to a community around your brand, they're more likely to engage with other members and participate in brand-related discussions. It builds trust by demonstrating that you value their support and opinions, which is crucial when potential customers are considering options and seeking reliable information. Fan recognition encourages advocacy, as appreciated fans are more likely to share your content, recommend your products, and actively engage with your brand, significantly impacting mid-funnel engagement as they influence others' decision-making. Acknowledging Fans When brands acknowledge their social media fans' support or loyalty, it creates stronger
for ALS through people dumping ice water over their heads and nominating others. The "Dumb Ways to Die" campaign drew safety awareness following Melbourne Metro train fatalities, using humorous caricatures of exaggerated ways people might die, garnering 291 million views and 3.2 million likes.
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