Few brands can truly claim to be iconic, and fewer still can claim to have redefined a category. Movember, the men’s health charity, can justifiably claim both. It’s easy to forget that, pre-Movember, charities tended to be foreboding in their fundraising, with little consideration for fun and engagement. Before Movember, no one laid claim to a “month”.
By 2017, however, things had changed. Other charities had aped the Movember model. Every month of the year was “owned” by a charity. Fundraising became increasingly radical and engaging (the ice-bucket challenge set a whole new standard) and hipster culture meant that moustaches weren’t as unusual as they used to be. Awareness figures for the brand were still strong, but participation rates and donations were significantly down. Few understood Movember’s causes and the foundation was losing its meaning.
Historically, the media approach for Movember was to generate as much awareness as possible via free or discounted media inventory. But advertising alone wasn’t doing enough to tell the Movember story. People knew the brand’s “what”, its “why” was being lost – and it was the “why” that created meaning, engagement, participation and donations. The only way to deliver this – at the scale required – was a multiplatform editorial partnership.
To deliver a meaningful and engaging solution, at scale, required the right partners. We selected News UK & Sky, for their unparalleled stable of brands and their ability and willingness to collaborate in a way that hadn’t been done before. Across Movember, Bountiful Cow, News UK & Sky built Movember’s story. Centred on the idea of “FOMOVEMBER” (the life you’d miss out on if you “died too young”) we matched the most powerful stories with the right platform and audiences, delivered relevant stories, enrolled five of our own MoBros from Sky Sports and generated millions of interactions. We created a live campaign over 45 days with more than 40 elements across five media brands, spanning mobile, print, radio, digital, social and TV. That’s more than 350 pieces of owned, earned and paid activity. This complex, powerful editorial engine was only achieved through never-seen-before levels of collaboration.
Tasked with driving the meaning and understanding, the results speak for themselves.
Delivering new engagement and donations in volume:
- 67% of MoBros were new to Movember (highest to date)
- A 16% increase in overall fundraising
- 70% of all UK registrations were driven by the media expenditure
Understanding the purpose:
- + 48% improvement: “has funded important education programs to reduce preventable deaths among men”
- + 50% improvement: “Movember has been efficient in encouraging men to take better care of their health”
- Campaign recall 43% vs a News UK benchmark of 29%
Exposure and interaction at scale:
- Combined UK reach of 83% vs men, with meaningful interaction including:
- More than 11.3m video views with a 45.53% completion rate of all digital video (vs a benchmark of 24.6%)
- “Andy’s Man Club” real-life story -–4.8M organic views on The Sun’s Facebook page – the highest News UK has ever seen
Historically, the media approach for Movember was to generate as much awareness as possible via free or discounted media. People knew the brand’s “what”, its “why” was being lost – and it was the “why" that created meaning, engagement, participation and donations.