TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
EditorsAug 19, 2014
3 campaign lessons, served on ice
As of Monday afternoon, donations to the ALS Association, the nonprofit that works on research, care services, public education and public policy surrounding amyotrophic lateral sclerosis (also known as Lou Gehrig's disease), were up 767 percent year-over-year. They rose from $1.8 million between July 29 and Aug. 18 of last year to $15.6 million in the same time period this year, according to figures released by the association.
The Ice Bucket Challenge started organically. It wasn’t a campaign organized by the ALS Association but rather just a viral dare, like the cinnamon challenge from days of yore (which is, by the way, dangerous and not recommended.)
Today show host Matt Lauer accepted the challenge from golfer Greg Norman live on the air July 15.
Originally for the challenge, which started among professional golfers, participants were called upon to make a videotape of themselves having a bucket full of ice water dumped on their heads. If they didn't accept the challenge, then they donated $100 to a charity of their choice.
After Lauer had his soaking on Today and donated money to the Hospice of Palm Beach County, two gentlemen stricken with ALS--one a former Boston College baseball player--decided to make it a fundraiser for the ALS Association.
And it’s worked.
Veteran marketer Ellen Fruchtman said what helped make the Ice Bucket Challenge a success for the ALS Association was that it began with a community that has a solid base and knows how to use social media, the Boston College baseball team. From BC athletics it spread to the university as a whole and then New England before going nationwide.
“It accomplished what they wanted it to: it’s brought ALS to the forefront,” Fruchtman said. “It’s been an awesome promotion.”
While a number of well-known public figures have taken the challenge since Lauer, including Bill Gates and Taylor Swift, my favorite so far came courtesy of former Steelers linebacker James Harrison who took it to another level. He immersed his entire body in a tub that, he said, was filled with 14 bags of ice.
I don’t normally spend too much time on Facebook but did get lured in by various other ice bucket challenge videos on Sunday afternoon, and I am apparently not alone.
Though I wasn’t able to get a total social media tally from the ALS Association Monday, this story by The New York Times, which was its website’s seventh most-emailed as of Monday afternoon, said the campaign has led to the sharing of more than 1.2 million videos on Facebook and some 2.2 million mentions on Twitter.
These numbers, not to mention the amount
of money raised from it, are ones that any organization, nonprofit or not, would like to replicate with their own social media campaign.
So, what made the Ice Bucket Challenge a success, and what can retailers learn from it? Here are three things.
Keep it simple and easy. Do you have running water, some method of freezing it and a bucket? Then you too can participate in the ice bucket challenge. As Fruchtman points out, there are no barriers to entry, virtually no rules--other than the ALS Association hopes you donate--and it is something people of all ages can do that’s not extremely time consuming.
Also it has an easy-to-remember hashtag: #IceBucketChallenge.
In other words, it’s simple. “And that’s what makes the best (campaigns),” Fruchtman says.
Make it fun and/or funny. Earlier this year, I wrote this story on a Pennsylvania jewelry store owner after he had a one-on-one lesson on media buying. It didn’t make the cut for the story, but I remember the retailer telling me that his media buying consultant stressed the importance of using humor. Some of the most memorable ads, after all, are the funny ones.
The Ice Bucket Challenge is just that. Most would agree that it is amusing to watch others' reactions after getting doused with a liquid that’s about 30 degrees. People remember funny, and they’ll share it. Who doesn’t need a laugh these days?
Consider the timing. Though it’s been an unseasonably mild August in some parts of the country, it’s still among the hottest months of the year. The ice bucket challenge would have, perhaps, gotten less love had it been introduced in say, January or February, when people in many regions would be reticent to dump freezing-cold water over themselves. Or would they?
So, what made the Ice Bucket Challenge a success, and what can retailers learn from it? Here are three things.
Keep it simple and easy. Do you have running water, some method of freezing it and a bucket? Then you too can participate in the ice bucket challenge. As Fruchtman points out, there are no barriers to entry, virtually no rules--other than the ALS Association hopes you donate--and it is something people of all ages can do that’s not extremely time consuming.
Also it has an easy-to-remember hashtag: #IceBucketChallenge.
In other words, it’s simple. “And that’s what makes the best (campaigns),” Fruchtman says.
Make it fun and/or funny. Earlier this year, I wrote this story on a Pennsylvania jewelry store owner after he had a one-on-one lesson on media buying. It didn’t make the cut for the story, but I remember the retailer telling me that his media buying consultant stressed the importance of using humor. Some of the most memorable ads, after all, are the funny ones.
The Ice Bucket Challenge is just that. Most would agree that it is amusing to watch others' reactions after getting doused with a liquid that’s about 30 degrees. People remember funny, and they’ll share it. Who doesn’t need a laugh these days?
Consider the timing. Though it’s been an unseasonably mild August in some parts of the country, it’s still among the hottest months of the year. The ice bucket challenge would have, perhaps, gotten less love had it been introduced in say, January or February, when people in many regions would be reticent to dump freezing-cold water over themselves. Or would they?
More on Editors
The Latest
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
