Movember is a global charity event held annually in November to raise awareness of men's health issues such as prostate cancer, testicular cancer, and mental health. In 2015, Movember conversations reached over 384 million people online with 360,000 social media posts. The campaign continues to see growth in awareness and fundraising each year. Health-related campaigns are well-suited for social media engagement as shown by campaigns like Movember and the ALS Ice Bucket Challenge.
2. SOCIAL MEDIA & HEALTH : FROM EMOTION TO ACTION… FOR
MEN.
In the words of Movember,
“The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have
joined the men’s health movement, raising £402 million and funding over 1,000 projects focusing on prostate cancer, testicular cancer,
poor mental health and physical inactivity.”
Linkfluence use social media data to provide an overview of some key campaign elements and learnings.
For the 2015 campaign, 360,000 online conversations took place and 384 million people were reached... The 12th annual Movember
demonstrates a growth of awareness and improved fundraising for men's health issues.
The more information that is conveyed, the more awareness is raised. This year the health community was one of the most mobilized
communities online, generating more than 18% of the conversation discussing this topic. 19% of content reviewed contained a call for action.
Social and digital are an ideal forum for health related campaigns as evidenced in 2014 by the #IceBucketChallenge. The ongoing success of
Movember continues this trend.
Health is one of the great everyday concerns of our lives, in real life and on the social web. It generates more than 20% of searches on
Google, 7.5% of the conversations on Facebook, and a growing number of conversations throughout the blogosphere and on Twitter.
This topic is an occasion to remind ourselves that social media conversations are the product of real people, real concerns, real lives.
Listening to these concerns is crucial to understand the world around us.
Lionel REICHARDT
2
3. SOMMAIRE
3
#Movember : when healthcare turns hipster 4
Engagement with Movember 9
Changing the face of men’s health 14
Movember in France 20
Movember in China 24
Movember in Germany 29
Movember in the United Kingdom 33
Methodology 37
Contact us 39
5. MOVEMBER:
MORE CONVERSATIONS THAN THE RUGBY WORLD CUP
FINAL
5
704,000
POSTS
360,000
POSTS
64,000
POSTS
COP21
Movember RugbyWorldCupFinal
6. A HIGH LEVEL OF EXPOSURE
6
Impressions: 4.36 Billion
Estimated reach: 384 Million
Volume of Posts: 360 Thousand
7. MOVEMBER : A CROSS CHANNEL CONVERSATION
7
TWITTER
65%INSTAGRAM
23%
FACEBOOK
5%
BLOGS & WEBSITES
5%
MEDIA
1%
Share of voice of the Movember conversation
GOOGLE+
1%
8. MAP OF A GLOBAL ISSUE
2. United Kingdom
4. France
10. Germany
5. Spain
8
9. Mexico
1. United States
8. South Africa
6. Australia
7. India
3. Canada
Ranking of top 10 markets
10. WHEN THE HEALTH COMMUNITY MEETS LEISURE
COMMUNITIES
0
2
4
6
8
10
12
14
16
18
20
Health Marketing &
Communication
Rugby Videogames Beauty% of conversation
The top five most engaged communities
15. PROSTATE CANCER LEADS SPECIFIC HEALTH ISSUE
RELATED DISCUSSION
15
Prostate Cancer
Testicular Cancer
Mental Health
5,9K
15,6K
6,4K
16. 18.5% OF CONTENT DROVE A CALL-TO-ACTION:
WEB USERS WANT TO CHANGE THE FACE OF MEN’S HEALTH
16
Call to Action: 18.5%
(Reach: 68 Million)
Other: 81.5%
(Reach 316 Million)
17. EMPLOYEES AT PHARMA BUSINESSES SUPPORTED THE
CAMPAIGN
1717
36 Network members
194 Network members
102 Network members
Networks participating in ‘Movember
in the workplace’ via Movember.com
18. … WHILE ONLY A FEW PHARMA BRANDS SEIZED THE
OPPORTUNITY
18
@IpsenGroupFR
4 tweets
354 followers
Bayer
Facebook: 7 posts 1.28 M fans
Twitter: 27 tweets, 109K followers
23. MOVEMBER ENTHUSIASM IN FRENCH RUGBY CAPITAL
TOULOUSE. GO STADE TOULOUSAIN!
23
3. NANTES
(3%)
1. PARIS
(20%)
4. LYON
(3%)
5. BORDEAUX
(2%)
2. TOULOUSE
(5%)
Volume of conversation (%)
The rugby team of Toulouse helped its city reach the second rank in volume of conversations
26. MOVEMBER IS TRENDING EVEN IN CENTRAL CHINA
1. BEIJING
2. SHANGHAI
3. HONG KONG
4. CHENGDU
7. QINGDAO
6. GUANGZHOU
8. HANGZHOU
9. CHANGSHA
5. WUHAN
10. CHONGQING
Ranking by number of posts
27. CHINESE PEOPLE IN THE UK ARE BECOMING BIG FANS OF
MOVEMBER
1. United Kingdom
2. United States
5. Canada
3. Australia
4. France
Top 5 prolific markets for Chinese language posts outside China
28. JUSTIN BIEBER IS A MOVEMBER AMBASSADOR ON… SINA WEIBO
1. 中国日报网英语点津官方微博 @中国日报-英语点津
(152 776 followers) The official account of an English learning platform run by China Daily, an
influential English-language media outlet in China.
2. 兵人在线bbs.bbicn.com官方微博 @兵人在线官方微博
(43 174 followers) The official public account of Bingrenzaixian Forum, talking about the
culture of war toys.
3. TED大会官方微博 @TEDNews
(431 724 followers) The public account of TED, spreading news from TED.
4. justinbieber资讯吧 @JustinBieber资讯吧
(46 059 followers) A public account of Justin Bieber News, posting exclusive news about Justin
Bieber, a Canadian singer and songwriter.
5. 谷歌信息技术(中国)有限公司 @Google黑板报
(198 252 followers) The official public account of Google China, communicating the products,
tech and culture of Google, sharing Google’s internet marketing values and experiences.
34. TOP UK INFLUENCERS ARE JOURNALISTS AND ARTISTS
34
1. @iMinstrel : Mr Smith
329K followers
2. @Mr_Mike_Clarke : Michael Clarke
194K followers
Journalist & film critic
3. @haydnblower : Hayden Blower
153K followers
Singer, dancer & model
4. @Jamesallenonf1 : James Allen
135K followers
F1 journalist
5. @Tomivide : Tom Kavanagh
120K followers
Singer from band idivide
Most followed men tweeting about Movember
35. LONDONERS LOVE MOVEMBER
35
4. NEWCASTLE-UPON-TYNE (1,3%)
2. MANCHESTER (3%)
5. BIRMINGHAM (1,3%)
3. CARDIFF
(1,7%)
1. LONDON
15%
Volume of conversation (%)
36. A VISUAL CAMPAIGN IS A VIRAL CAMPAIGN
36
TOP 10
Nine out of the top ten most viral posts
were images.
TOP 10
Eight out of the top ten most engaged posts were
images, the most engaged post was a video.
37. METHODOLOGY
Linkfluence analysed all the conversations surrounding
Movember and No Shave November on the web (forums,
blogs, website) and social media platforms (Twitter,
Instagram, Facebook, Weibo…), from the 1st to the 22nd of
November.
Radarly, our social media intelligence solution harvested
more than 110 million pieces of content from over 300
million sources every day.