HOMEWORK

Kristen Leifi posted Aug 22, 2022 11:27 PM

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Facebook is a social media platform known for allowing friends to stay connected all over the world. Within the last ten years, they've expanded their platform to include Instagram, Facebook Messenger, and have even created a marketplace for users to buy and sell items. Organizations have taken advantage of the massive audience Facebook reaches by promoting their products through paid ads and using influencers to push their products. Between 2014 and 2015, the Amyotrophic Lateral Sclerosis (ALS) ice bucket challenge went viral all over social media in just three weeks. The campaign was initially started to try and raise awareness of the ALS disease, but then golfer Charles Kennedy, who decided to participate in the challenge, decided that any funds raised should go towards research (Hughes, 2018). Because of the humor and emotion behind this challenge, it became a huge success and still has some traction today. 

Gymshark is a company known for its athletic apparel. They were among the first companies to successfully utilize social media influencers to promote their products. When CEO Ben Francis started his company, he turned to Youtube content creators to help promote his apparel (Lorincz, 2022). Brand ambassadors such as Nikki Blackletter and Whitney Simmons helped skyrocket Gymshark's visibility. Their following between Facebook and Instagram alone reaches over 4 million. Gymshark started up in 2012. Ten years later, its net worth is now over 1.3 billion. 

Hughes, D. (2018, September 25). The ALS Ice Bucket Challenge Phenomenon. Digital Marketing Institute. Retrieved August 22, 2022, from  https://digitalmarketinginstitute.com/blog/viral-marketing-the-als-ice-bucket-challenge#:~:text=The%20concept%20behind%20the%20ALS,to%20raise%20money%20for%20ALS.

Lorincz, N. (2022, July 27). Marketing breakdown: How gymshark bulked up to being a £1+ Billion brand. OptiMonk Popup Builder | Email, Exit-intent, Upsell & more. Retrieved August 22, 2022, from  https://www.optimonk.com/marketing-breakdown-how-gymshark-bulked-up-to-being-a-1-billion-brand/