CB at 10 Awards: Brand Campaign of the Decade
Winner: Ice Bucket Challenge
Ice Bucket Challenge wins with a massive 54.22 per cent. Created to support the ALS Association / Motor Neurone Disease Association, 2015's Ice Bucket Challenge became an overnight viral sensation as celebrities clamoured to dump ice water on their heads in the name of charity. USA Today (opens in new tab) has a good breakdown of the 5 things you should know about the Ice Bucket Challenge.
Designed by Pat Quinn and Pete Frates the idea was simple: pour iced water over yourself, donate to the charity and nominate a friend to do the same. Everyone did it, from politicians to pop stars, and included Benedict Cumberbatch, Lady Gaga, and former president George W.Bush.
A recent ALS report in 2019 revealed the campaign enabled ALS to boost its annual funding for research by 187%; the social media campaign raised $115 million dollars in support of the charity's cause.
The Ice Bucket Challenge showed how powerful social media can be in generating coverage, content and support for a brand. It's no wonder the runners up in this category include Starbucks' 'The Unicorn' and Spotify's 'Thanks 2016, it's been weird' campaigns, both of which pioneered the use of social media to generate viral marketing.
Try it for yourself, we have some guides to help, including 5 social media tricks to help your brand thrive and our advice on how to create a killer social media campaign. You'll likely need the best video editing software to create a successful campaign.
Advert of the Decade: Runners-up
- Thanks 2016, it's been weird (Spotify) – 22.89 per cent
- 4ThePlayers Since 1995 (PlayStation) – 10.84 per cent
- My Beauty My Say (Dove) – 8.43 per cent
- The Unicorn (Starbucks) – 3.61 per cent