Using Data to Grow Moustaches and Donations
Up against 140,000 charities vying for Canadians’ attention, Movember, a charitable organization supporting men’s health, was finding it increasingly difficult to break through. UM Canada maximized the media impact by tapping into the collective power of data analytics, media innovation and creativity to execute a brilliant distribution and content play. We created unique broadcast and digital brand integrations across targeted platforms, creating new ways to ‘make an impression’, amplified through broadcaster and celebrity social platforms. We created an innovative, integrated approach using tactics that would follow Canadians throughout their day and make an impression with a multi-touchpoint strategy of TV, Radio, OOH, Cinema and Digital. The campaign delivered outstanding results, driving record levels of donations, participation and engagement.