MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
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
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
