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.