Social Media Case Studies

2 Amazing Movember Case Studies That Will Make You Grow it Back

social-image-of-the-weekMovember may now be but a fond memory, but Mo’vangelists and content enthusiasts alike have a lot to learn from how the movement was driven online and through social media. According to data from Topsy, there were 1.5 million tweets about Movember, with more than 790,000 of them generated from the United States. For Instagram, data from Sysomos shares 914,000 photos on Instagram used the hashtag #MOvember.

So, what was fueling the social conversation? Movember participants! During Movember, moustaches of all shapes, sizes and awkwardness were made to be celebrated, whether through photos, videos, or article round-ups or Tumblr blogs on the best ‘staches of the month. The content on Buzzfeed alone was pretty amazing.

While there were many great examples of content throughout the month, Movember’s Moscars crowdsourced video contest and i.d.e.a’s wacky puppet named Harry Mustachio truly bring to life how this charitable movement is generating amazing visual content.

Movember Introduces The Moscars

With so much user-generated content throughout the month, Movember U.S. did a good job of curating a centralized place for the movement. From celebrating participant’s moustaches, fundraising efforts and even raising awareness for other company’s Movember campaigns, a steady stream of engaging content continues to be shared across Facebook, Twitter, Instagram, and YouTube. The @Movember Twitter account also gets bonus points for crafting tweets like this:

Movember Tweet

In addition to day-to-day content, Movember is celebrating user-generated content from its Mo Bros and Mo Sistas’ with the Moscars video contest. This year’s contest had the theme of “Generation Moustache,” will announce the winners on December 13th.  From song parodies, to creative moustaches, the contest has generated a lot of humorous video submissions, including the gem below.

Harry Mustachio: Don’t Be a Stachehole

Starring the adorably mustached puppet, Harry Mustachio, this visual campaign leveraged humorous videos and imagery to raise awareness and drive Mo’nations – Movember donations in support of men’s health issues like prostate cancer.

Created by San Diego-based agency, i.d.e.a., the campaign is housed on the Harry Mustachio website, but also has a presence on YouTube through the agency’s account. Spend some time viewing the videos and imagery and you’ll notice a few keys themes.

First – they’re hilarious. It’s bold to tell someone, “Don’t be a stachehole,” and then ask for money, but it works because the videos sprinkle in a mix of humor and important messaging in an authentic way. A talking puppet can get away with a lot more than say, a person.

The use of “Mo” puns and pop culture references also adds to the fun. From asking for a, “’stash of cash,” to a man, or a the street style video where Harry starts his questioning which celebrity has the better ‘stache with, “mustache you a question,” the videos showcase that it is ok to leverage humor while raising awareness for an important cause. What prevents this from going too far is how passionate and enthusiastic the character of Harry is. Plus, there’s just something about a mustached puppet that welcomes bolder behavior and wacky puns.

Goofiness aside, for any naysayers who don’t believe that embracing the spirit of Movember generates results, check out this video from the Movember team.

Hope you had a wonderful Movember! Did you see any great Movember campaigns or extraordinary moustache art? Share them in a comment below.

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  1. says

    Thanks so much for sharing some of our data with the readers of Convince & Convert, Jessica! We really appreciate it.

    Sheldon, community manager for Marketwired

  2. says

    These campaigns are so creative! I could name many friends and connections who participated in Movember. It’s definitely a growing and powerful community.

    I do think sometimes the awareness to get a medical check up or actually raising money for cancer research is pushed to the wayside a little in lieu of growing the best mustache, but I think that’s the case for many other charities/causes too (eg: wearing pink for breast cancer, wearing rainbow clothing for gay pride/support). The marketing and promotion is pretty great to see, nonetheless.

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  3. Indra Gardiner says

    Jessica, thank you for featuring i.d.e.a. and, more importantly, Harry Mustachio in your post. He’s feeling a little too shy to say thank you himself, but he told me, while stroking my upper lip that he is grateful. Well, that’s what he meant to say…

  4. Callifrey says

    Anytime that you can promote something that you KNOW could be an evangelist for your mission, they will become a marketer for you. Here at the Ottawa Mover we look for those that have used us, and enjoyed us, to spread the word – they find the most amazing avenues t do it.

  5. Shelby says

    As a college student involved in nonprofit work, I know that is it not easy to persuade young adults to want to help others and give back. That is why I love this campaign so much. They made it cool to grow a mustache and spread awareness. No matter if a guy just wanted to prove his manhood and show off his stache, or if he was actually interested in the cause, it still caused the world to talk about the reasoning behind all these men growing mustaches in November. The most genius part of it all was that it was not some brand in your face asking you to do something, but it was a MOvement. Men everywhere wanted to get in on the action because they saw their friends, colleagues, that cool guy down the street, all growing mustaches. The best kind of marketing is consumer-led organic conversations about your brand, and Movember created just that.

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