Delivered with Andrew Boyd at a private workshop for the Council of Canadians, February 2006.

1. Online viral campaigns

3. Two parts good messaging

4. One part great timing

5. Three parts idea

6. Marry An American outcomes
• 1,000,000 unique visits
• 45,000 sites linking to it
• Over 100 media hits (CBC, CNN, NYT,
NPR, BBC, etc.)
• More than 6000 double opt-in e-mails

7. • Time to produce: 1 weekend
• Total cost: $44 (Canadian!)

8. Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: contains the message
– Campaign is built around participation
– Netroots to grassroots

9. Rinse. Wash. Repeat. Win.
• Now add:
– Tangible win opportunities
– Long-term campaign plan
– Integration with offline campaign

14. Web hub

15. E-mail template

16. Activist blogs

17. Video PSAs

18. Ladder of engagement

23. Capturing the moment
• Live video from the action
• Several e-mail blasts that day
• 1000s of calls to Kimberly-Clark
headquarters (tied up phone for hours)
• Sense of urgency, sense of the
importance of participation

24. The network: get the word out!
• Grist magazine interview
• Corpwatch story
• Act4Love partnership
• BENNY Awards (Business Ethics
Network)
• Other articles

25. Kleercut outcomes to date:
• 1000 new activists/month for 20 straight
months
• Over 150,000 messages sent to K-C
• Nation Day of Action (media attention)
• Ad placed in the New York Times
• Shareholder resolution introduced