We’re proud to announce that the Movember Foundation won the Summit International Award for Marketing Effectiveness with their dynamic Mo reactivation journey.
The Summit Marketing Effectiveness competition is based on the premise that the goal of marketing communications is to change, influence, or reinforce a target audience’s knowledge, attitudes or beliefs, and there were over 1,400 submissions for the award.
Now let’s take a look at the award-winning campaign:
The Movember Foundation is the leading charity addressing some of the biggest health issues faced by men: prostate cancer, testicular cancer, and mental health and suicide prevention.
When it came to planning for Movember 2018, the team wanted to find a hyper-personalized, highly engaging way to get their past participants signed back up to fundraise again this year. For each of their high-value participants, they compiled a unique “Mo Journey” which looked back at the user’s history with the Movember Foundation.
The email campaign is 1:1 personalized, leveraging various data points including their lifetime fundraising amount, highest fundraising year, first name and number of Movember campaigns they’ve participated in. Movember even features a witty, on-brand “Mo Meter”, showing how closely the participant got to their fundraising target last year.
As the subscriber scrolls down, they’ll see account-specific achievements that encourage them to log back in and gear up for another successful Movember.