The Movember Foundation, the charity changing the face of men’s health, teamed up with xAd – leaders in location-based marketing – to drive awareness, website visits and signups for its annual campaigns this month.
Movember ran two initiatives this year: Mo this Movember – the traditional moustache growing campaign; and MOVE in Movember, which encouraged participants to do some physical activity every day for the 30 days of November.
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 foundation was able to increase its targeting accuracy and personalisation.
Top campaign findings
- The commuter hub targeting strategy had the strongest engagement rate.
- Engagement peaked on Mondays, when users were more likely to be in a health-conscious mindset after the weekend.
- Overall, the campaign had a click through rate that was 50% above the benchmark, resulting in increased awareness and signups for the Movember challenges.
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
