Award Case Study: Giving Movember it’s Mojo Back
Bridge Studio & Bountiful Cow won Gold for Movember in the Best Specialist category at the 2018 International Content Marketing Awards.
After a year in which participation rates and donations were down, this iconic annual campaign needed to become relevant again – a task given to agencies Bridge Studio and Bountiful Cow.
The mission of Movember is simple: to raise money and awareness of men’s health issues, such as prostate cancer, testicular cancer and male suicide. What the content needed to do was to share real stories, show what can happen when everything is bottled up and how Movember is helping to help prevent it. Having discounted advertising and online forums as unlikely to encourage men to open up, a multi-platform editorial partnership was chosen as the ideal solution.
So branded, curated and commissioned content was deployed across Sky, The Sun, The Times, TalkRadio and TalkSport, using News UK and Sky’s ability to generate awareness at scale, which delivered stunning levels of new engagement and donations. Over 50,000 ‘MoBros’ signed up to the campaign, with a 16% increase in fundraising. The judges said: “It’s a challenge for this campaign to stay relevant but the focus shift is inspired.”
“A truly great campaign that is based on a deep understanding of its audience and used this insight to create an innovative campaign across multiple channels. It is refreshing to see how the agency measured its success in marketing and business objectives as opposed to content objectives.” CMA Awards Judge.
The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.