MOVE for Movember

Background

Movember approached us to help elevate their global annual fundraising campaign through a fun, engaging and accessible product portfolio.

Since its launch in 2003, Movember has become a regular fixture in the calendar for many wanting to celebrate the ‘tach and raise money for men’s causes. But times change, and the team wanted support in analysis and development of their existing product portfolio to maximise income (and awareness) for Movember globally. A crucial part of this was growing workplace participation and other groups.

The brief

Our brief was to deliver a review of the effectiveness and potential of Movember’s existing product portfolio from acquisition through sign-up completion, to recommend new or existing product development to acquire new supporters, drive team sign-ups (esp. workplaces) and align to Health Literacy goals.

Based on this, to develop creative concepts for a new/refreshed product portfolio and a product strategy covering acquisition audiences and supporter journey.

The work

Killer first reviewed the existing product portfolio, deep-diving into data from across the products, audiences, and geographies.

Based on this, we developed a portfolio strategy that will achieve our objectives while driving better awareness of the causes that Movember supports. As part of this, we recommended prioritising the development of the running product which had huge potential to achieve our objectives. The newly refined ‘Move for Movember’ was developed, with a new proposition, messaging and target audience.

Our creative team developed a fun, relevant and unique creative campaign built on Movember branding while appealing to our new target audiences.

We provided the team with acquisition and stewardship plans and a creative toolkit to allow their in-house team to roll out the new campaign across channels and countries.

The campaign is now live, so watch this space!