Client Case Study: Movember
About the Business
Movember is the leading charity changing the face of men’s health on a global scale. They focus on mental health and suicide prevention, prostate cancer, and testicular cancer. Movember has discovered through a lot of research that men are dying six years earlier than women across the globe.
This is largely down to preventable health issues. They aim to reduce this number to 25% by 2030. Movember has raised more than $1 billion for men’s health and funded over 1,250 innovative programmes.
These initiatives range from game-changing mental health studies and programmes to groundbreaking clinical tests and trials. Due to their fundraising community’s support and awareness efforts, they have made incredible progress, which has ultimately changed and saved men’s lives.
They have run several campaigns and initiatives to do this, including efforts to raise funds like Grow a Moustache, Move for Movember, which involves a run to fundraise, and much more. Movember also holds a range of events and regularly populates its website with helpful tips and information for men to keep an eye on their health.
Their cause areas include suicide prevention and mental health, prostate cancer, and testicular cancer. Movember uses its platforms to share people’s stories and raise awareness of the current health issues men face.
What were their objectives by working with SDA?
They came to SDA looking for help with social media content creation to ensure they were delivering high-quality content that resonated with their audience. This content helped them raise awareness of men’s health issues and the Movember movement.
In addition, raising much-needed funds to help establish further projects and initiatives around men’s health. They also sought to have their social media platforms act as a place for their community to discuss these issues openly and candidly.
When they came on as a client, Movember’s main goals were to improve their content strategy overall. This meant creating high-quality and engaging posts that were best aligned with the Foundation’s vision and mission.
These posts helped connect the Foundation with the most interested people in its offering. They were also placed in front of those who wanted to donate to help men enhance their health.
The content we created for Movember included calls for donations and user-generated content telling people’s stories. It also included sourcing influencers to create content around men’s mental and physical health.
How we helped them achieve their goals
When we started working with Movember, we met with them to discuss these goals in-depth and created a full content strategy for them. This included brainstorming ideas and creating content pillars for each platform. These pillars included UGC (user-generated content), humorous posts, influencer content, serious posts, as well as educational content providing mental health tips, and more.
We posted weekly Facebook lives highlighting a Movember group, enabling them to share their story/reason for getting involved with the Foundation. Additionally, we created polls and surveys and a private Facebook group dedicated to highly committed followers. Here, we allowed them to learn about what was happening within the Foundation, and they were able to get more direct insights too.
When posting on Instagram, we took full advantage of reels, user-generated content, campaigning via hashtags, daily stories, and influencer takeovers. Overall, we ensured the content was humanised and showed personality while advocating for important issues. It was also important for their social media platforms to have a sense of community, so we ensured all followers were interacted with.
We were very active in the comments section, which led to great engagement. Mainly, we focused on video-based content. Our management of their Twitter account involved the day-to-day running of Movember Ireland, and we interacted with influencers here as well as retweeting content from Movember global and photos from Movember communities across Ireland.
We posted content to their global platforms and their Irish-based platforms. These included Instagram, Facebook, and Twitter. Some of the types of content we created were reels, static posts, videos, and carousels. We also provided them with regular social media reports which detailed their progress. From that, we learned what worked well and what could be improved on and made the changes where needed to ensure they had the best content strategy possible!
Results from working with SDA
The Foundation was well-positioned for its ideal audience. Their target audience was able to find a community where men's mental and physical health problems were able to be spoken about openly and candidly. The high-quality content helped in grabbing these individuals' attention, and our interactive posts ensured the community feel.
Beyond that, the content helped to raise awareness of these issues and urge men to take control of and mind their health. In terms of numerical results from working with us, Movember was able to raise millions of funds toward their cause. We were able to help them engage influencers to raise their reach and help them further find and connect with their ideal audience.
Their platforms have hundreds of thousands of followers who interact with them on a daily basis and see their channels as the go-to place for conversations around men’s health.
What’s next for Movember?
Right now, we are not working with Movember, but we look forward to assisting them on future campaigns that advocate for men’s health!
Article written by Bronagh Loughlin | 21/04/2022