The Movember Foundation, the charity changing the face of men’s health, is working with xAd, the leader in location-based marketing, to drive awareness, website visits and sign-ups among the office and commuter audience for its annual campaign this month.
This year, Movember is running two initiatives; its moustache growing campaign which it has become so well known for, and MOVE, which encourages participants to commit to MOVE every day for the 30 days of November.
xAd’s proximity targeting is enabling the charity to reach the right people based on the locations they visit every day. 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 most receptive. 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 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.
Paul Mitcheson, head of communications at Movember UK comments: “With location insights we were able to identify behaviours that indicate potential participants for Movember and build a tailored campaign based on when and where these audiences are most receptive to messages from us. 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.”
Mobile has enabled Movember to target audiences in a different way whilst on the move, as well as increase touch points alongside outdoor, digital and PR.
Paul Mitcheson continues: “We were looking for a solution that would provide the most precise and accurate location targeting. The ability to buy media programmatically is also vital, so that we could adapt the campaign in real-time based on engagement. 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.”
Theo Theodorou, Head of EMEA at xAd comments: “Movember is using location technology not just to identify and target people in the right place and at the right time, but to understand their audience profile. The data sets derived from location information really allows brands to go much further than just knowing where someone is, to understand ‘who’ someone is and the ‘why’ they are in a certain place. This context is invaluable for marketers who need to produce targeted campaigns to stand out. Location is opening a new window of opportunity for brands to target customers based on meaningful, contextual insights.”