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How Movember Used Mobile Location Technology to Target ‘Mo Bros’
Image Credit  Kristina Alexanderson Creative Commons license

How Movember Used Mobile Location Technology to Target ‘Mo Bros’

This November, The Movember Foundation needed to reach and engage commuters and office workers for its campaign aimed at changing the face of men’s health. They looked to the technology of global location marketplace xAd to accurately reach the right people based on the real places they visit every day.

Challenge

This year Movember ran two initiatives; its moustache growing campaign which it has become renowned known for, and MOVE, a new campaign which encouraged participants to commit to MOVE every day for the 30 days of November. The Movember foundation needed to drive awareness, website visits and sign-ups among the office and commuter audience for both of these campaigns. The challenge was finding their main target audience and identifying what content would be needed to encourage them to donate. 

Explaining why the charity wanted to reached these audiences through mobile location technology, Paul Mitcheson, head of communications at Movember UK said: “People within the proximity of commuter hubs and offices are highly relevant to Movember; often we see the moustache growing challenge start as part of an office initiative and we wanted people to think about MOVE as they were literally ‘on the move’, so train stations and commuter hubs are key places for us to find a large but targeted audience. By being able to reach people on mobile through location we were able to engage this audience in the right place and at the right time.”

Solution

The Movember Foundation leveraged location technology that would help them deliver targeted and precise campaign messages. Through location insights the charity was able to identify behaviours that indicated potential participants for Movember and build a tailored campaign based on when and where those audiences would be most receptive to its messages.

XAd’s proximity targeting enabled the charity to reach their desired audiences based on the locations they visit. For example, xAd’s real-time insights revealed that the MOVE messaging was best targeted in commuter hubs including rail, tube and bus stations from Monday to Friday, when commuters are frequenting the area. Growing a Mo was best focused on office areas, such as Canary Wharf and Bank in London, as well as the other top commercial hubs across the UK.

The xAd UK Mobile Path to Purchase report shows that 38% of shoppers who research purchases on their mobile device expect to buy within the hour. The data insights that location provides are not just invaluable in supercharging campaign conversions, but they also inform marketers’ campaign content because location provides information about not only where a person is, but who they are and why they are in that place. This allows organisations to create personalised experiences for both new and existing audiences.

Process

The location targeting campaign on mobile ran for one month from 18th October – 5th November to drive signups to Movember in the lead up to and during the campaign. Movember used xAd’s proximity targeting to identify potential Movember participants based around office areas and commuter hubs to ensure that the audiences being targeted were relevant. As well as identifying audiences based on location, Movember had the ability to deliver the campaign at certain times. For example, commuters were only targeted Monday to Friday. 

Paul Mitcheson saw the value of being able to target based on a precise location and commented: “xAd’s technology has 100% verified location data which helped us target the audience we were after and know whether or not they were within the vicinity of a train station, commuter hub or office area. This precision was essential for us to reach our target audience and obtain great results.”

Combining this accurate targeting with the power of mobile more generally, Movember has been able to reach and engage in a different way whilst on the move, as well as increase touch points alongside outdoor, digital and PR. 

Results

Through leveraging the most accurate and precise location technology with xAd, the campaign has seen a click through rate of 50% above the industry average, and driven over 5,800 clicks to the Movember site. The commuter targeted messaging saw the highest engagement of the campaign. Location’s ability to inform marketers of not only ‘where’ someone is, but define ‘who’ they are based on where they go and what they might be interested in, meant that The Movember Foundation was able to be much more accurate in its targeting and personalisation.

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