How Movember targeted office and transportation hubs to drive men’s health donations.
Since 2004, Movember has been a global phenomenon, raising funds for issues that threaten men’s health. In a recent push to drive awareness with male and female audiences and increase participant sign-ups for various Movember initiatives, the nonprofit turned to GroundTruth to take a data-driven location marketing approach.

Real-World Solutions

Location Targeting of commuter Hubs, including rail, tube, and bus stations on weekdays was deployed to reach commuters with the “Move this Movember”—a core initiative for the Movember campaign that inspired men and women to raise funds by completing challenges to become more active.

Location Targeting around office buildings and city centres, from Monday through Friday, was also used to drive participant signups for the “Mo this Movember” challenge, where men raise funds to grow and groom their mustache for 30 days.


Real Business Results

The commuter hub targeting strategy had the strongest engagement rate, with a Click-Through Rate (CTR) 70% above industry benchmark.

Engagement peaked on Mondays, when users were more likely to be in a health-conscious mindset after the weekend.

By the numbers
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Above CTR benchmark

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Click-Through Rate (CTR)

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