So why do ideas spread?
Have you ever wondered why ideas spread?
What was the last idea the have caught your attention?
YES! It comes down to the ideas the marketing companies spent countless of hours creating!
To have a deeper level of understanding on why ideas spread, we need to dive deep to understand the two biggest factor; ‘why people talk?’ and ‘why certain messages get talked about?’
Ideas in the form of a social media post is also known as viral marketing. Using the online presence to convey its intended message to the targeted audience is one holistic method. Allowing the targeted audience to share the post to spread the message to more people through WOM (Word-of-Mouth)/
One best example of a successful viral marketing campaign is the ALS Ice Bucket Challenge back in 2014!
This campaign was made to create awareness for the Amyotrophic Lateral Sclerosis disease with objectives of raising funds. The ALS Ice Bucket Challenge as it states involves people pouring a bucket of water filled with ice over their heads.
The campaign had the opportunity to gather many celebrities to participate in this challenge with the likes of Bill Gates, Mark Zuckerberg and many more.
Why is this campaign so successful, you may ask.
The campaign was created with this marketing framework in mind, STEPPS.
Social Currency
To join this campaign it will portray that you are doing a good deed. Furthermore, by participating in the challenge would meant you were nominated by someone else which will create the effect of social currency.
Triggers
The experience of having ice cold water poured over you is the similar feeling of the early symptoms of when someone that has the disease. Also, most participants would video their attempt at the challenge which then be posted online and people will start talking about it.
Emotions
This challenge was to help create awareness and also try to put ourselves in the shoes of those with the disease. The part of nominating friends to participate is to show that we are in this together spirit.
Public
The challenge made its presence known around the world due to many celebrities participating and posting their attempts on social media. Also, nominating friends and family to join the challenge is a form of WOM.
Practical Value
The ALS challenge hopes to give people the awareness of the disease which might not have been talked about if not for this campaign.
Stories
The campaign has curated a space for many to be able to tell their own stories of diagnosing with the disease and also to let people who do not have the disease to share their thoughts on the matter.
With the given example of how successfully the ALS Ice Bucket Challenge was, it is evident that the application of the STEPPS framework will help campaigns and ideas reach another level of results that we want.
Emil Seah 
Hi Emil! I really liked how you caught the attention of the readers with your introduction. However, this campaign had actually added more practical value rather than just awareness as originally, the ice bucket challenge was a way to raise funds for charities. I think one way to improve this blog is to include the history of the ice bucket challenge could be briefly touched on so that the readers have more context! Other than that, it was a good read! Keep up the good work!
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