The temptation of creating the next ALS Ice Bucket Challenge has organizations swinging for the "viral" fences. Yet for every Ice Bucket Challenge, hundreds of well-executed campaigns fail to reach critical mass. Why? Because campaigns are in an arms race to compete for the increasingly finite attention of constituents. As a result, campaign predictability is going down at the very moment accountability is on the rise for NPO and marketing leaders.
What if your cause campaign is too important to leave to chance?
In this session, Jordan Ruden (Principal, Craft & Commerce) will show us how Bright Pink gave up on going viral and found success in building a data-driven, ad-supported impact model that inspired over 100,000 millennial women to complete a five minute, 18-question cancer risk assessment in 2015... and how it plans to bring it to hundreds of thousands more in 2016.
Jordan will share lessons for achieving hyper efficient, massively scalable and mission aligned outcomes, specifically:
• Thinking mobile-first when it comes to design
• Focus grouping your ads while they're in market
• Adopting an iterative, "fail fast" process to do more with less
Arrive as early as 6 to grab a snack and do some networking. The program will begin right at 6:30. RSVPs encouraged, but not required.
Jordan Ruden is a leading creative and technology specialist who helps brands achieve success through storytelling and social media. Prior to founding Craft & Commerce, Jordan helped shape social strategy and content creation for businesses and nonprofits such as JustFab, Pardon Snowden, NFL Players Trust, and Man Made Music. Jordan is a 15-year digital media pioneer, serving as a key figure at startups including GOOD, Yahoo and Vault.com. Jordan serves on the Committee for Urban Entrepreneurship, and frequently presents on social media trends and best practices.