How Movember Created a Movement That Raised Over $100 Million for Men’s Health in 30 Days

KoryKlem

More ideas!wordofmouth.org

Kory KlemDigital Strategist

@koryklem / #movember

CHANGING THE FACE OF MEN’S

HEALTH

200330 Mo BrosNo money raised

2004450 Mo Bros & Mo Sistas

$54,000 AUD raised (PCFA)

20059315 Registered$1.2M AUD raised

2011855K Mo Bros & Mo Sistas

$120M raised

• Vocal, dedicated and influential group• Meaningful and relevant message• Good mix of in-person and online• Brotherhood• Mo Sistas• Extroverts

KEY SUCCESS FACTORS

THE EXTROVERTS

Average # of Facebook Friends (Globally)

Average # of Facebook Friends Mo Bros/Sistas

Average # of Followers on Twitter (Globally)

Average # of Followers on Twitter Mo Bros/Sistas

2413Conversations

2413Conversations

855KParticipants

x

1.9 BILLIONConversations about Movember

and Men’s Health

AWARENESS > FUNDS

YOUR PARTICIPANTS

ARE YOUR AMBASSADORS

CAUSE ON OUR UPPER LIP

USE TOOLS AND PARTNERS TO

AMPLIFY WORD OF MOUTH

MO SPACE

TEAMS & NETWORKS

GAMEFICATION & SOCIAL

2011 APPS

iOS Android

FUNCTIONALITY

DONATIONS (PERSONAL, TEAM & GLOBAL) MO Space Mo Fun

•219K Facebook Fans•486M Impressions•$14M RAISED (13%)•7.7M VISITORS (29%)•7.5% (577K) DONATED•AVERAGE DONATION: $24

FACEBOOK

$0

$3,750,000

$7,500,000

$11,250,000

$15,000,000

2008 2009 2010 2011

$ Raised

Fan & Registration Gates Recruit-a-Mo

Adopt-a-Mo

•196K Mo Bros on Twitter•79.9M Impressions

YOUTUBE

•308K VIEWS•437 MOSCARS ENTRIES

PARTNERS

MAKE IT FUN

SAY THANK YOU

EVERYONE IS SIGNIFICANT

THANK YOU!

QUESTIONS?

@koryklem#movember

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