Movember
Globally Acquiring Donors & Fundraisers at Scale for Movember
(Paid Media Strategy & Delivery)
I led the 2017 and 2018 media strategy for Movember — a process which involved significant audience sizing, affinity profiling and CRM analysis. Beyond planning, I oversaw campaign delivery between 2017-18 in the UK, Australia, USA and Canada. The campaign spanned paid social and display, and was underpinned by hyper-granular tracking to enable complex analysis. In 2018, I switched gears slightly to 2017; layering upon the campaign an additional nurturing stream that drove core actions, following a CRM analysis which demonstrated a clear link between core actions and fundraiser value. For example, I discovered people were more valuable if within their fundraiser environment they uploaded a photograph, personalised their URL and added a ‘mo-tivation’ to their fundraising page. As a result, the campaign was a huge success, driving $80M income through more than 50,000 fundraiser sign-ups and 100K+ donations.
Hundreds of adverts ran across dozens of audiences over the campaign period, encouraging audiences across countries to sign up and donate. Significant message and audience testing was undertaken, ensuring spend went towards the top-performing assets, with analysis conducted daily and optimisation bi-weekly. The approach led to me being called, by one of Movember’s founders, the “crazy scientist” behind the media campaign - uncovering terrific learnings which informed their ongoing media strategies.