Friday, September 21, 2012
Today is World Alzheimer's Day. To drive awarness and replicate the pain of losing one's memory, Alzheimer's Disease International worked with digital agency Grey Sinapore to create a Facebook app that causes all of the information on your Timeline to vanish for the day. Photos and messages will be relaced with a message that reads,
"Imagine your life without memories. For 36 million people living with Alzheimer's disease, this is a reality."
The message and the promo video resonates with me. My mother suffers from Alzheimer's. But I wonder, did the campaign drive the results it expected? It incorporated social media marketing, mobile, video and advertising, but it missed an important ingredient: email.
While the campaign did drive quite a bit of publicity and awareness, it missed an opportunity to build a long-term relationship with the new fans it acquired through the campaign. That missing call-to-action is measurable. If even a small % of the fans has subscribed to an email campaign that asked for a donation, the cool, viral campaign could have resulted in real dollars. Unfortunate!
Let me know what you think @ s_marshall