Viral Fundraising Challenges

Part
01
of four
Part
01

Case Study - ALS Ice Bucket Challenge

Since its start in 2014, the ALS Ice Bucket Challenge has raised over $200 million in donations, most of which have been used in research and development of ALS treatment options and drugs. Millennials and celebrities extensively influenced the campaign through social media leading to its success. The success of the challenge is attributed to many factors including; the authentic story behind the campaign, reciprocity factor, authority of celebrities and public social proof. It greatly impacted on people and social media in terms of raising awareness among the public and increasing the use of social media platforms such as Facebook.

Overview of the ALS Ice Bucket Challenge

  • The ALS Ice Bucket Challenge is a campaign aimed at raising awareness of the amyotrophic lateral sclerosis (ALS).
  • The campaign which began in 2014 was intended to encourage donations from individuals, corporates and charitable organizations for fund research on the disease.
  • The challenge involves the filming of an individual while a bucket of ice water is dumped over their heads. An individual is then tasked with nominating at least three other individuals to do the same task and make donations to the cause within 24 hours.
  • Anthony Senerchia Jr was the inspiration behind the campaign. He died in 2017 aged 46 having been diagnosed with the ALS disease in 2003. He was directly involved in the Ice Bucket Challenge Awareness Campaign.

The Bucket Challenge and Social Media

  • Social Media played a significant role in the success of the Ice Bucket Challenge-which is considered one of the most successful online campaigns that demonstrate the power of social media in health communication.
  • Initially, golfer Chris Kennedy, an influential sports figure, participated in the ice bucket challenge dedicating the same to his cousin Anthony Senerchia Jr, who was suffering from ALS. His donation to the ALS Association and social media posts of him taking the ice bucket challenge and linking it to ALS helped spark the ALS Ice bucket Challenge.
  • The ALS Association upon determining the potential of the video movement sent an email to over 60,000 recipients officially launching the campaign.
  • Subsequently, more influential personalities joined and the campaign went viral through millions of videos posted online by individuals who took part in the challenge. Different figures including politicians, sports personalities, reality TV personalities, journalists among others participated in the campaign.
  • The participation of influential people in the society contributed significantly to the wide reach of the campaign on social media. Over 17 million videos were posted on Facebook and other social media channels. As more people participated and nominated individuals to participate and donate, more and more people got interested

Major Influencers of the Ice Bucket Challenge

  • Millennials: Being a social media-driven campaign, Millenials were the most influential group in facilitating the spread of the campaign. Specifically, twenty to thirty-five-year-olds were the set target audience owing to their extensive engagement on social media and
  • Celebrities: Many celebrities including Bill Gates, Justin Timberlake, Mark Zuckerberg, Leonardo DiCapno, Kim Kardashian, Oprah Winfrey, Chris Kennedy, and many others participated in the Ice Bucket Challenge.
  • Celebrity endorsements played a significant role in building trust among the public and cementing the legitimacy and worthiness of the cause. Their involvement as social media influencers boosted the spread of the challenge on social media.

Impact of the Ice Bucket Challenge on People and Social Media.

  • The ALS Ice Bucket Challenge had a significant impact on people and social media. In terms of numbers, more than 17 million people across the world participated in the challenge. In the U. S alone, close to 2.5 million participated in the campaign, generating about $115 million to the ALS Association.
  • The widespread participation is an indication of the challenge’s impact in as far as raising awareness is concerned, more people became aware of the disease and were resultantly interested in the campaign.
  • Through social media, individuals recognized the disease and became attached to both the act of dumping water over their heads and donating to the cause as an act of kindness and show of support for the management of the disease.
  • During the duration of the campaign, Facebook’s popularity increased with more people joining the platform to participate in the campaign.
  • According to Facebook, over 28 million people joined the challenge by liking, commenting or posting about the challenge on the platform.
  • Statistics released by Facebook indicated that about 2.4 million videos of the actual ice bucket challenge were shared in its video platform during those dates.

Successes of the Ice Bucket Challenge

  • According to the ALS Association, within two months (8-week period), the ALS Ice Bucket Challenge raised $115 million in donations with $89 million directed to the research for a treatment, cure, and management of the ALS disease.
  • Through the ALS Ice Bucket Challenge donations, ALS has tripled its research funds, achieving the status of the highest non-profit research funder outside the US Government.
  • Researches are aimed at helping to provide opportunities for patients to have a better quality of life.
  • ALS has also raised an additional $96 million worth of donations, showing the Ice Bucket Challenge’s lasting impact as a long-term trend rather than a short one.
  • Since the Ice Bucket Challenge, 5 genes that will help spur new therapies have been discovered. The genes have and will continue to help patients in the management of the ALS condition.
  • The ALS Association has funded over 200 research projects since the Ice Bucket Challenge.
  • About 15,000 patients benefit from the community-based services through the ALS Association Chapter
  • $7.5 million has been dedicated to the ALS Research Program at the Department of Defense to study why veterans are twice likely to develop the ALS disease.
  • The ALS Association has been involved in 9 global research collaborations that have resulted in 2 new antisense drugs targeting S0D1 and C9orf72 going into clinical trials in patients.

Reasons for the Success of the Ice Bucket Challenge.

  • Authentic Story: The inspiration for the challenge was a true story of Anthony, who was indeed battling the disease. From his account, individuals got the real picture of the seriousness of the condition and realized the need to create awareness.
  • Reciprocity Factor: Reciprocity is an influential factor in human interactions. The Ice Bucket Challenge succeeded because of the expectation of reciprocation by individuals who nominated their friends, relatives, colleagues. By striving to reciprocate through participation, they made the challenge successful.
  • Authority of Celebrities: The participation of celebrities like Oprah, Bill Gates and Lebron James among others in the challenge helped to imbue the cause with credibility and significance thereby influencing individuals also to get involved.
  • Public Social Proof: As individuals continued to post more and more videos online, the public gained more confidence in the cause as it was a confirmation of the legitimacy of the ALS Association. As individuals publicly broadcasted their support, millions of people began to trust the campaign and subsequently began to participate.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGIES:

Even though the research was somewhat straight forward, we had to get creative in finding sources that could substantiate our research. As such we utilized a range of sources from credible media outlets such as USA Today and New Yorker, relevant website such as ALS.org and also research sites such as Scientific American. Even though we prioritized recent sources, we included a few sources that are older than two years that provided useful and relevant insights into the case study. Our findings are as herein presented.
Part
02
of four
Part
02

Case Study - Movember

Movember is a blend of the two words, mustache and November. It is a month-long fundraising event that takes place every November in 20 countries across the world. Movember started in Australia in 2003 and in the United States in 2007. The initiative raises awareness and funds for men's health issues. At the heart of Movember is men growing their mustaches to demonstrate their participation in and support for the cause.

Why people participate annually

  • People participate each year because Movember is an annual men's health movement that focuses on building awareness and fundraising for impact. Participation gives people and organizations the satisfaction of making an impact.
  • Movember is fun and engaging to participate in, even though it has a serious focus as described above. There is a lot of fun that goes with growing the mustache and sharing pictures. Additionally, Mo Bros can participate in fun events such as the annual Moscars YouTube video competition.

What has led to its success

Partnerships

  • Partnerships have contributed to Movember's success. Each of Movember's partners drives their own Movember fundraising and awareness events.
  • In 2018, the Mo community in Seattle partnered with Washington State Ferries. Seattle or Bainbridge ferries featured giant mustaches and ferry riders were encouraged to take pictures of their own mustaches.
  • WeWork also partnered with Movember, specifically, to fund raise and bring awareness to men's health.
  • Events hosted by WeWork include a launch, weekly talks, cocktails and barber shop pop-ups.
  • In 2011, Movember partnered with Google Chrome to create an online video.
In 2016, Movember partners included Jeep, Sofar Sounds, and Visa Checkout.

Engagement

  • Movember has created many unique ways to identify and engage with its community.
  • Men who sign up are referred to as Mo Bros. Their website has a social profile for each Mo Bro and they can interact with and see the progress of others in their communities.
  • Additionally, women can participate by rallying men to join and have conversations about their health thereby becoming Mo Sisters.
  • Individuals use a Mo space to donate and mobilize others to donate towards the cause while growing their mustaches.
  • The Mo Foundation coordinates all activities and events worldwide, providing assistance and guidance to communities as required so they can set up successful awareness and fundraising events.

Goal of campaign

  • Movember's overall goal is one of the factors that has resulted in its success.
  • Their overarching goal is to reduce men's deaths, specifically, to reduce the number of early men's deaths by 25% by 2030.
  • This goal resonates with men and women alike.

STays current

  • From 2003 when it first started, Movember has continued to evolve and adapt its story and medium to the times.
  • The initiative itself was born before the advent of social media, yet, Movember has found ways to exploit this channel as a means of to raise awareness and funds for its cause.
  • Additionally, the cause started with a focus on prostrate cancer. However, this has since evolved to include suicide and other men's health issues. At the moment, Movember now operates under the premise of stopping men from dying youn
  • Movember's effective use of social media and technology has also contributed positively to its growth.
  • In 2011, Movember used Facebook apps such as “Recruit-A-Mo” and “Adopt-A-Mo” to encourage participation and boost fundraising.
  • In addition, Movember has different Facebook pages for different geographic regions that enables the company to better engage people.
  • Movember introduced a Leaderboard App on Facebook which allowed teams to track their fundraising progress and compare against other teams.
  • On Facebook, Movember USA has 149,703 followers. It's Facebook account provides regular posts with men't health related statistics, stories and articles even outside the month of November.
  • Movember USA has 58,988 Twitter followers. Most of the content on the Facebook page is also cross promoted in its Twitter and Instagram accounts. On Instagram, Movember has 120,758 followers and 7,559 subscribers on YouTube.

Why did it go viral

  • Movember went viral because of the mostly playful overview that has kept people engaged in spite of the serious men health issues the initiative focuses on. "It’s easy to stir up engagement in a campaign where people can have a little fun."
  • Another reason Movember went viral is because it is highly personalized. Most users come up with their own original content in relation to it instead of simply sharing Movember's content. There are many creative personalized variations of the Movember hashtag such as #BeardsOnBeards, #FantashticFour and #MadeInMovember.
  • Partnerships and celebrity backing have also contributed to the Movember campaign going viral.

Impact on people & social media

  • Movember sparks authentic conversations about men's health. It was estimated to generate 2.72 billion conversations in 2011.
  • Movember has raised $67.5 million for its cause in the United States. Across all 20 countries, the movement has raised $769 million.
  • Since 2003, Mo Bros have raised money for 1,200 different men's health causes including prostrate and testicular cancer and mental health.
  • Movember has turned social conversations into actions because of the increased number of online conversations and men visiting clinics.
  • The number of men dying from prostrate cancer has dropped by 50% over the past 25 years.

Involvement of celebrities & influencers

  • Nick Offerman's 2012 YouTube video in which he describes how to grow a mustache has been one of the most popular Movember celebrity videos. The video has been viewed 1,957,084 times
  • Miley Cyrus, has a Wrecking Ball Movember parody on YouTube which fingers her singling while wearing a faux mustache.
  • Kian Lawley is a social media influencer with 2 million YouTube subscribers and 1.7 million Twitter followers in 2014. His October 14th tweet for No Shave November resulted in a spike in the social chatter about Movember.

Demographic THAT Have most influence

  • 63% of the people who engage with Movember on Twitter are male.
  • On all social media, 67% of those that engage with Movember are male.
  • The larger share of those that engage with Movember online (38%) are aged between 25 to 34 years old, followed by 34% who are between 18 to 24 years old and 23% who are 35 to 44 years old.
Part
03
of four
Part
03

Fundraising Challenges - Demographics

The average age of participants who are most likely to participate in fundraising interactive and sharable challenges such as the ice bucket challenge is 28 years old. People aged 25 to 35 year olds are likely to participate in these challenges.

DRIVERS OF FUNDRAISING INTERACTIVE AND SHAREABLE CHALLENGES

  • Social media platforms such as Facebook, Twitter, and Instagram are key drivers of fundraising interactive and sharable challenges.
  • The average age of a Facebook user is 30 to 49 years old.
  • The average age of a Twitter user is 25 to 34 years old.
  • The average age of an Instagram user is 13 to 17 years old.

ICE BUCKET CHALLENGE

  • The average age of the participants in the Ice Bucket Challenge is 35 years old.
  • Videos of the challenges have attracted over 440 million views on Facebook.

MOVEMBER

  • The average age of a Movember participant is 31 years old, but the company has stated that its campaign is targeted at men aged 25 to 35 years.
  • There are over 1.5 million Tweets related to the challenge.

NO MAKE UP SEFIE

  • The average age of a No Make Up Selfie participant is 18 to 19 years old.
  • The challenge has attracted over 59,000 Instagram posts in just 24 hours.

TRASHTAG CHALLENGE

  • In general, the Trashtag challenge participant is an adult teen, which is assumed to be from 18 to 19 years old.
  • The challenges have been shared 324,000 times on Facebook.

AVERAGE AGE OF PARTICIPANTS FOR FUNDRAISING INTERACTIVE AND SHARABLE CHALLENGES

  • Average age of social media platforms that drive fundraising interactive and sharable challenges: (13+14+15+16+17+25+26+27+28+29+30+31+32+33+34+35+36+37+38+39+40+41+42+43+44+45+46+47+48+49)/30 = 33 years old
  • Average age of people participating in fundraising interactive and sharable challenges: (18+19+18+19+31+35)/6= 23 years old
  • Average age of participants who are most likely to participate in fundraising interactive and sharable challenges: (23+33)/2 = 28 years old
  • Thus, people aged 25 to 35 year olds are likely to participate in fundraising interactive and sharable challenges.

RESEARCH STRATEGY

The exact age/demographics of participants could not be identified after examining credible articles/sources related to fundraising interactive and sharable challenges. However, these articles have revealed that the success of these types of challenges is driven by people sharing on social media platforms such as Facebook, Twitter, and Instagram. Thus, we have assumed the average age of users of Facebook, Twitter, and Instagram and participants of challenges such as Ice Bucket Challenge, Movember, No Make Up Selfie, and Trashtag Challenge would provide an estimated average age for participants who are most likely to participate in a fundraising interactive and sharable challenges.

Part
04
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Part
04

Fundraising Challenges - Celebrities

There was no information available on which celebrity categories have the most influence on fundraising interactive and shareable challenges. Below is an overview of the information found.

HELPFUL FINDINGS

  • Hollywood actors, Vine celebrities and YouTube creators were some celebrities and influencers that came together for the social media campaign BreakingBatten to raise funds and awareness for the Batten disease through the BreakingBatten challenge.
  • The NoMakeSelfie challenge was started by an actress Kim Novak and then promoted by author Laura Lippman.
  • For the Movember challenge, the top three influencers were musician Cody Simpson, footballer Dani Alves, and blogger Perez Hilton.
  • The author Spencer Owen was one of the most engaging key users in the Movember campaign.
  • In the Movember challenge, high in-degree participants were predominantly celebrity figures, as 13 of the 20 high in-degree tweeters had personal accounts and the other 7 were company accounts.
  • The 13 celebrities in the Movember challenge included soccer players, actors, TV hosts, singers, and comedians, among others.
  • Music icon Lil Jon started his own fundraising campaign through Pencils of Promise.
  • Actress and singer Zendaya joined Convoy of Hope to begin a fundraising for women who need money to create and sustain small businesses.


Research Strategy

To determine which celebrity categories have the most influence on fundraising interactive ans shareable challenges we first searched for top influencers specific to challenges (such as No Makeup Selfie, Movember) and checked multiple listicles providing top influencers. Our aim behind this strategy was to single out the most commonly mentioned celebrity categories. We checked on sites such as Canva and Classy, among others. We found that the available listicles did not provide the names of celebrities in terms of success, but provided names in terms of who rocked the look, etc. As the listicles did not rank celebrities in terms of success or impact on fundraising, this strategy did not work out.

Our second strategy was to use specific tools related to social media such as Keyhole and Gramwiki, among others, to check top influencers on the basis of engagement or likes. Our aim behind this strategy was to look for different fundraising interactive and shareable challenges and see if there were top influencers for such type of campaigns, as the sites provided insights to make better decisions by using social media data. By using Keyhole, we were able to find some accounts with high engagement, of which one was from an author (Movember challenge) and provided in our findings above; however, this strategy did not prove to be successful as the available information was too limited (too few names) to single out any particular category and name them as dominant ones for fundraising challenges.

Our third strategy was to look for media articles on the types of conversions on social media channels of challenges and look for the information about the celebrities involved in different fields. We had thought this strategy may work as generally media sites talk about such viral campaigns and would have published information about the celebrities involved in different campaigns. We looked for information on trusted media sites such as BBC, the New York Times, The Guardian, among others. Through this strategy we found information stating the different types of celebrities involved in promoting the campaign. However, there was no specific information about the top influencer who was responsible for the success of the fundraising interactive and shareable challenges.

Our fourth strategy was to look for the celebrity influencers who have initiated these types of campaigns and to see if the same group of celebrities has promoted a particular campaign to make it successful. We looked for information on sites like Link Influence and Influencer, among others. We had thought that this strategy may work as these sites provide social insights to global brands and help brands connect better with social data. However, even this strategy did not work as the information found, mentioned the different celebrity categories involved in influence the campaign but did not mention the top one which made it successful.



Sources
Sources

From Part 02
Quotes
  • "It’s a big year for Movember. The annual month-long fundraiser, in which guys raise money for prostate cancer (among other diseases) by growing mustaches, is celebrating its eleventh anniversary in the United States. Since 2007, more than five million guys have defied cultural expectations—and sometimes the protests of their loved ones—and declined to shave their upper lips, all in the name of helping men living longer."
  • "Movember is observed in 20 different countries. No kidding. Throughout November, you’ll find mustaches on guys from Australia to Hong Kong, Denmark to Ireland, Norway to the Czech Republic."
  • "If you join the movement and grow a mustache for charity, you’re officially a Mo Bro."
  • "Movember has only been stateside for 11 years, when folks stateside joined the cause in 2007. However, the charitable effort originated in Australia in 2003."
  • "It all started with a pair of Australian blokes in a pub, who wondered why men don’t grow mustaches anymore. They created Movember as a holiday to celebrate their favorite form of facial hair, and to encourage other guys to grow a mustache for a month."
  • "So, how much has Movember raised for its cause? $67.5 million in the U.S. alone. "
  • "All those mustaches, from France to Norway, Austria to the U.K., have raised a staggering $769 million dollars combined to date."
  • "Thanks to the money raised during Movember, there have been some major cancer research breakthroughs. Like this one from Canada, a genetic test that helps predict the risk of recurrence among prostate cancer survivors."
  • "Mo Bros have raised money for testicular cancer, mental health, and 1,200 different men’s health issues since 2003."
  • "Yes, the mustaches are great. But the Movember Foundation hopes that by 2030, the funds raised by Movember will have reduced the number of early deaths in men by 25 percent. That should be reason enough to put down the razor."
Quotes
  • "Washington State Ferries is partnering with the Movember Foundation, a global nonprofit focused on supporting research and awareness for men’s health issues such as prostate cancer, testicular cancer, mental health and suicide prevention. This pilot partnership is an opportunity to bring attention to an important cause and some fun to one of the ferry system’s busiest routes."
  • "This is a great iconic representation of our vibrant Mo community in Seattle," said John Owens, Movember Foundation USA Country Director. "The vessels encompass the city’s dedication to men’s health and having fun while doing good.""
  • "In 2017, the giant black mustaches on the Seattle/Bainbridge ferries were well-received by customers. This year, ferry riders are encouraged to tweet photos of their mustaches both on and off the boats. Just tag @wsferries and use the hashtag #Movember."
Quotes
  • "During the month of November, WeWork and Movember Foundation are partnering to raise awareness around mental well-being and men’s health issues, such as prostate cancer, testicular cancer, and suicide prevention. We will be hosting both events with leaders telling their stories and a community-wide competition for the WeWork community to raise funds across North America."
  • "The Movember Foundation is the leading charity dedicated to changing the face of men's health around the world. Their mental health work focuses on prevention, early intervention and health promotion – aiming to help men stay mentally fit before they hit a crisis."
  • "The organization’s Making Connections initiative is designed to improve the conditions that affect the well-being of men, boys and their families. Delivered in partnership with the Prevention Institute, Making Connections is active in 14 communities across the U.S., finding ways to help men build social connections, improve economic and educational opportunities, and improve the physical environments in which men live, work, play, and age."
  • "WeWork members and member companies will 'compete for good' to raise money and awareness for the cause. Through a customized WeWork Network leaderboard, members in New York City, Boston, Chicago, Atlanta, and Durham can fundraise for their geographically respective teams."
  • "In addition, WeWork will host panel discussions, barber shop pop-ups, cocktail socials, and Mo-ments across the US and Canada where male leaders - Mo Bros and Mo Sistas - will share their stories, strengthening community and lending their voices to destigmatize a common struggle. "
  • "Events will include: - Launch Event in NYC on November 1st will feature a fireside chat with Movember Co-Founder JC and Movember USA's Director of Mental Health and Suicide Prevention, Susan Todd - Weekly talks on Movember and men’s health and pop-up barbershops in select offices (Boston, Chicago, and Atlanta)."
  • "To find your Movember team, please go to the WeWork Challenge homepage. Once on the page, scroll down and click the “Team” button underneath the “Participants” banner. The teams for all participating cities will be listed on this page, so simply click on your city name, click the “Join This Team” button, and then follow the sign up funnel to create your own fundraising page."
Quotes
  • "Movember is a grassroots advocacy movement that challenges men to grow - and women to support - mustaches every November. The movement raises awareness and funds for men’s health, specifically prostate and testicular cancer initiatives. Facebook empowers Movember participants (Mo Bros and Mo Sistas) to become ambassadors for Movember by spreading awareness and sharing information about their commitment to the cause."
  • "Movember Foundation USA Charity Organization Goals 1. Grow year-over-year campaign participation and funds raised. 2. Encourage Movember “chatter’ on Facebook. 3. Use Pages – and get Mo Bros and Mo Sistas to use Time-line – to bring the community together."
  • "In 2011, Movember employed lightweight tactics and launched apps like “Recruit-A-Mo” and “Adopt-A-Mo” with the specific objective of encouraging fundraising. In 2012, Movember used individual Facebook Pages in different regions around the world to share information, spread the word about the movement, and spotlight 2012 participants. Movember also launched the “Leaderboard App” which allowed participants to track progress at the country – and team – level."
  • "The Movember Leaderboard App gave participants a boost of confidence as they tracked themselves against other fundraisers and watched teams rise in the rankings."
  • "Mo Bros and Mo Sistas used Facebook Pages to spark authentic conversations about men’s health and, on average, posted 12 on Facebook during Movember."
  • "Mo Bros and Mo Sistas used Facebook Pages to spark an estimated 2.72 billion conversations about men’s health, and raised $17.6 million USD. The continued integration with Facebook is now an integral part of the movement’s future success."
  • "“Our integration with Facebook enabled our community to easily share their Movember journey, raise awareness about the health issues men face, and request donations resulting in $17.6 million raised through the platform.” Adam Garone, Movember Co-founder"
Quotes
  • "We have two examples of challenges that are playful with serious elements. The first one is Movember, which challenges men to grow a moustache in the month of November every year. The goal behind this is to raise awareness for men’s health issues and to raise money for charities that are associated with male cancers and other diseases."
  • "This challenge mostly takes place offline, but every year many pictures of the progress of growing the moustache are shared online."
  • "To conclude, playfulness is an element we found present in several successful viral campaigns. The combination of seriousness and playfulness, i.e. ludicism, might be the recipe for the success of our examples. If you take either element them away, the meaning behind the campaign is lost or it might appeal to fewer people."
  • "he hashtag #ITSOKAYTOTALK was, for example, very serious in nature, with a little element of playfulness, whereas Movember is mostly playful with a serious element, and the Ice Bucket Challenge lies somewhere in between. "
Quotes
  • "Movember, a blend of the words "mustache" and "November," is an annual movement in which people ditch their razors for a month and grow mustaches to raise funds for prostate cancer, testicular cancer, and other men's health issues. It started as a small fundraiser in 1999 and has grown into a global tradition, spearheaded by the Movember Foundation, which has raised more than $559 million to fund 832 men's health programs in 21 countries. "
  • "Fast moving cause-marketing campaigns like Movember and the recent Ice Bucket Challenge may seem to erupt out of nowhere and become viral through luck alone, but there are patterns behind every successful movement. Using data from TalkWalker, a social analytics platform, we examined the social chatter around Movember to see what early lessons we can glean from the spread of this phenomenon."
  • "One of the most interesting findings about Movember is that it isn’t confined to November at all. While it may not have reached the fever pitch yet, Movember participants are out there early, setting the stage, readying their friends, and circulating the hashtag a full month in advance. "
  • "Using Talkwalker data, we found that there were a full 203,500 mentions of the keywords “Movember” and “No Shave November” in the month of October across all social channels. The main channels people used were Facebook and Twitter: 92% of these mentions occurred on those two social networks. Though they were significantly less popular than Facebook and Twitter, Instagram and Flickr also had some activity."
  • "Since “photo evidence” is half the fun of Movember, we do expect the instances of Movember mentions on Instagram, Facebook, and other highly visual channels to increase significantly as November goes on."
  • "As you would expect, the volume of these mentions grew as we approached November. If you look more closely at the data however, this wasn't steady growth. There were a handful of spikes across the month that generated momentum-changing levels of chatter on both topics. "
  • "“Whoa, what happened on October 17th?” That was the first question posed by my colleague and section editor Ginny Soskey when she saw the data. Indeed, there was a sharp spike in social chatter on October 17th for the phrase "No-shave November" that generated nearly 3,000 mentions in a single day. So what was it?"
  • "A TV event? A sale on mustache wax? Turns out, it was Kian Lawley. "
  • "Kian Lawley is a 19-year-old who has grown an impressive social following through the production of original YouTube content and vines. How impressive? Over 2 million subscribers on YouTube, 1.71 million followers on Twitter, and 1 million followers on Vine."
  • "The lesson here is not: “Hire Kian and Go Viral” (Though the Movember Foundation may want to send him a fruit basket). Rather, it's important to understand that there are pockets of influence everywhere and not always in the established channels. As a point of contrast, SELF Magazine also tweeted about Movember and saw six retweets."
  • "The lesson here is not: “Hire Kian and Go Viral” (Though the Movember Foundation may want to send him a fruit basket). Rather, it's important to understand that there are pockets of influence everywhere and not always in the established channels. As a point of contrast, SELF Magazine also tweeted about Movember and saw six retweets."
  • "In addition to being a flexible vehicle for creativity, Movember is also highly customizable as a concept. It can be personalized to the individual, as you saw with Kian’s post, or to a location as you see with the MLive and beyondblue posts. This ability to put your own personal spin on a message was also present in the highly viral Ice Bucket Challenge. "
  • "Speaking of creativity, one pattern to note in the Movember campaign is the emergence of variations on the hashtag. Movember is of course the leading hashtag with more than 10,000 uses, but even a month before Movember began, other hashtags have started to populate, such as #BeardsOnBeards, #MadeInMovember, #FantashticFour, #BeScruffy, #MoBro, and #MoSister."
Quotes
  • "Back in 1999, a group of men sitting in a pub in Adelaide, Australia, had an idea: they could do a month-long charity drive to raise money for various organizations. The centerpiece of that campaign was simple. They would grow moustaches."
  • "That year, about 80 men participated in the campaign, growing out their whiskers through the month of November. T-shirts were also sold to help generate charity funds. Fast-forward to 2003, and that cultural phenomenon became a formal campaign: the Movember Foundation was established, and the viral campaign took on a global focus."
  • "Thirteen years later—and 17 years after the idea was conceived in a pub—Movember remains a financial force. It has raised more than $710 million worldwide across 21 countries, supporting men’s health programs that help combat prostate cancer, testicular cancer, mental health and suicide prevention."
  • "The appeal of Movember is an obvious one: participants relish in a defensible reason to grow out their moustaches for an entire month, no matter how unappealing that facial hair may look. It’s easy to stir up engagement in a campaign where people can have a little fun."
  • "But as the online landscape has evolved, Movember has found ways to leverage that opportunity. Some of this is luck, because the cornerstones of Movember’s success align perfectly with the types of content that work so well on digital channels. Still, the organization has been savvy about using social media, and in particularly viral triggers spearheaded through key social influencers."
  • "These viral triggers provide important organic momentum that percolates on social media in the two weeks leading up to the start of November. Meanwhile, the company has been very savvy about using strategic partnerships to keep their message fresh and impactful. For example, in 2011 the organization partnered with Google Chrome to create a Movember online video."
  • "In 2012, Movember teamed up with Nick Offerman, an actor and comedian known for his performance in Parks and Recreation, to create a series of videos on the art of the moustache:"
  • "And more recently, in 2015, the Carlsberg beer brand produced a set of beer beauty accessories for the moustache and beard. These partnerships demonstrate a diverse approach to viral marketing and Movember’s content strategy, and they draw great engagement on their own as compelling pieces of content. With that higher engagement comes the potential for widespread participation."
Quotes
  • "Individuals grow mustaches and mobilize friends and family to donate online — through a “Mo Space.” Movember dominates social media chatter during November, and mentions of “prostate cancer” and “getting checked” increase, suggesting that Movember does in fact mobilize men to see a doctor. "
  • "Aside from encouraging men to be proactive about their health, the 2011 Movember campaign raised more than $120 million for men’s health research."
  • "The Movember movement has social media at its core. The website has social profiles for each ‘Mo bro’ and an interactive space to show off your handlebar. Movember is using the social media platform Promoveo for scientists and other interested parties to share data and research to drive break throughs in men’s health, one of the first of its kind. "
  • "So why has this charity campaign been so successful? Movember has tapped into the primary function of social media- to share human experiences. Facebook, Twitter and other platforms have let Mo-communities grow by uniting people in their efforts to aid a good cause, and excellent content has given the campaign solid groundings."
  • "Movember has achieved the ultimate goal for charities who use social media campaigns- they have turned social interactions into real, physical actions. Their return on investment can be measured not only by the thousands of online conversations but by the men heading to the doctors in part thanks to the power of social media."
Quotes
  • "One enduring example of a brand that has continued to adjust its storytelling with the times is The Movember Foundation. The global men’s health charity that activates throughout the month of November to raise awareness for illnesses that are making men die too young."
  • "While the story seemingly began around prostate cancer in men, it has since come into view that mental health and suicide prevention are an equally pressing issue. They are now evolving the story by creating a core message to stick with for years that has infinite stories that can be told off of it with the main theme being 'Stop Men Dying Too Young'."
  • "In a lot of ways we use the fun aspects of the campaign and we ran an annual marketing campaign that looked different every year. We did anything from guys in short shorts and headbands with the move, kind of physical activity background, to all the dudes, metal heads in particular, which was this really hard core, dark, I think the background music on the vibe clip was Slayer. "
  • "We look at if we are creating behavior change amongst not just our community but those that see the foundation and the work that we're trying to do. Then on the programmatic side from a prostate cancer perspective there's really 2 things. The amount of men who have died from the disease has dropped 50% in the last 25 years."
Quotes
  • "When it comes to their health, too many men don’t talk, don’t take action, and die too young. Join us and our partners at the Movember Foundation and help men live happier, healthier, longer lives. You can help change the face of men’s health."
  • "The Movember Foundation is the only global charity focused solely on men’s health. The Foundation raises funds to deliver innovative, breakthrough research and support programs that enable men to live happier, healthier, and longer lives. Awareness and fundraising activities are run year-round by the Foundation, with the annual Movember campaign being globally recognized for its fun, disruptive approach to fundraising and getting men to take action for their health."
  • "During Movember, men are challenged to grow a moustache, and men and women can be physically active and move or host a fundraising event. Not only do these commitments raise vital funds, they also generate powerful and often life-changing conversations."
  • "Millions have joined the movement to disrupt the status quo, raising $769M and funding over 1,200 projects focused on prostate cancer, testicular cancer, mental health and suicide prevention."
Quotes
  • "All around the world, fathers, brothers and friends face a health crisis that isn't being talked about. Men are dying too young, before their time and for no biological reason. To address this issue, since 2003 the Movember Foundation has empowered millions of men and women to join the global men's health movement raising more than $710 million and funding more than 1,200 breakthrough men's health projects in 21 countries for prostate cancer, testicular cancer, mental health and suicide prevention."
  • "The support of partnerships continues to help drive the Movember Foundation's success by increasing visibility of the cause, raising critical funds through internal participation and marketing efforts, and creating remarkable experiences for the Movember community."
  • "This year, the Movember Foundation's Major Partners in the US include Jeep, Jameson Black Barrel, Sofar Sounds, and Visa Checkout. Supporting Partners are Garmin, Harry's, Headspace, Hoven Vision, Progressive, Richer Poorer and SKYN Condoms. In addition, Promotional Partners are BITE Beauty, Carbon38, Cobian, Dollar Beard Club, Fossil, Uppercut Deluxe, and Trumaker. "
Quotes
  • "“The key drivers aren’t the cause behind Movember, it’s the fun and irreverence,” says Garone, adding that the cancer cause itself serves as a backdrop motivation to engage in a month’s worth of silliness. “So much of charity is driven by fear, but none of our promotions lead with ‘one in six men will get prostate cancer.'”"
  • "Indeed, Movember packs in all the trimmings of a good time. The fundraising website is a sea of silly profile pictures (like from the 2010 Mo Mo Award winner, pictured here, who sports a neon pink mustache)."
  • "The annual “Moscars” YouTube video competition garners some impressively professional-looking submissions from eager shavers looking to win the top prize of premium razors."
  • "In addition to about 60 official parties hosted around the world, Movember supplied around 10,000 MoBros and MoSistas last year with a party in a box, complete with award sashes and prizes to honor the most dedicated and creative mustaches."
  • "“Movember’s recipe for success is really quite simple,” says Doug Ulman, CEO of LiveStrong, a Movember partner. “They identified a need–raising awareness of men’s health–and made it fun for people to get involved at a grassroots level.” "
  • "The central website serves as a all-in-one dashboard for coordinating activity: Participants can organize teams of fundraisers, style their “Mo Space” with clever pictures and jokes, demonstrate their fundraising progress, and encourage supporters to share the campaign for social media friends."
Quotes
  • "Obviously, Movember is a male-dominated charity; 63% of Movember’s engaged Twitter audience is male."
  • "So, it makes sense that male-oriented companies (Barbasol, Harry’s, Jameson, etc.) would want to get involved."
  • "However, there was one partner whose Movember conversation actually skews 58% female – TOMS. This is a great way for both brands to reach new types of people."
From Part 04
Quotes
  • "Hollywood, Vine celebrities, YouTube creators, and everyone in between are coming together for a new social challenge called, “#BreakingBatten,” a social media campaign to raise funds and awareness for Battens Disease."
Quotes
  • "The 13 celebrities include soccer players, actors, TV hosts, singers, and comedians, among others. People are tweeting to celebrity figures who would traditionally be considered unreachable, and the audience is projecting a conversation "