MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
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
Editors' Picks
Sponsored by
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
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
