The key to branding a viral campaign lies in the hashtag that will be used across social platforms. Creating a good hashtag—like #icebucketchallenge—may be more difficult than you'd think. It should include your organization's name, be easy to remember, relate to the specific campaign, and not mistakenly spell something else when the letters are put together.
3.Include a Call to Action
Once you've crafted an incentivized social campaign with a fine-tuned hashtag, all that's left is to weave your call-to-action into the effort. In the Ice Bucket Challenge, participants are asked to donate to ALS research if they accept the challenge or not, and to challenge others, by name.
Whatever your social campaign is promoting, whether it be a fundraising push, blood drive, or wellness campaign, the next step for users should be clear throughout the process. Since word counts on social media are often limited, this may be easiest achieved by driving users to a campaign microsite where you can include more information.
With each of these three elements in place, your social campaign will be poised to become your region's next Ice Bucket Challenge. And who knows, maybe the President will get involved, too.