The campaign may go viral, but it is not up to the brand

The campaign may go viral, but it is not up to the brand

What made the #IceBucketChallenge go viral in mid-2014? Why has ALS, the non-profit organisation associated with this campaign, not created another viral campaign of same or bigger proportions since then? Is it because it is not easy to replicate such a mega-successful campaign? Is it because this one was a fluke? Or is it me…

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