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Driving Awareness For Movember With React

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Vital Statistics

Client:

Movember

Project Period:

4 weeks

Services Used:

Display & Point of Sale Implementation

In-Store Merchandising

React

 

The Brief

Movember, the leading global organisation committed to changing the face of men’s health, agreed a React deal with News UK to promote their campaign in an ATL (above the line) media campaign across The Sun, The Times and News UK owned radio of Virgin, talkSPORT and talkRADIO.

As part of the same React initiative, our responsibility was to deliver their campaign BTL to drive consumer awareness via activation in convenience retail. The retail campaign focussed on promotion of the Movember campaign in store by agreeing the siting of branded POS, posters and collection tins to encourage consumer engagement on social while driving sign-ups and donations to Movember charity fundraisers.

The Activity

Our target was to activate 2,000 stores nationwide over a 4 week period using our experience and existing relationships in independent convenience. We had 3 tiers of POS packages to site with the “Gold tier” placing large standee boards, in addition to header boards, posters and shelf branding, in 100 stores. Our task involved engaging our retailers in their stores and encouraging them to agree to voluntarily site the branded POS in key in store locations, thereby truly bringing the Movember campaign to life.

In addition to this, the team also drove awareness of the campaign through video and imagery of retailers engaging in the campaign shared on social media within our retailer network and publicly using #Movemberconvenience

 

What the client said...

We are really proud of the React element of our Movember campaign. The POS created great stand-out in stores to communicate our campaign message; ‘Stop Men Dying Too Young’ and the level of retailer engagement was particularly impressive, with some stores taking to social media to showcase their involvement. This is something we’d love to build on for next year and beyond Helena Jennison of Movember

 

The Results

delivered 13% over plan

delivered 13% over plan

5.1m additional people reached via the campaign

5.1m additional people reached via the campaign

2,265 stores activated

2,265 stores activated