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Kory Klem
       Digital Strategist
@koryklem / #movember
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
CHANGING THE
FACE OF MEN’S
   HEALTH
2003
30 Mo Bros
No money raised
2004
 450 Mo Bros & Mo Sistas
$54,000 AUD raised (PCFA)
2005
9315 Registered
$1.2M AUD raised
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
2011
855K Mo Bros & Mo Sistas
     $120M raised
KEY SUCCESS
      FACTORS
• Vocal, dedicated and influential group
• Meaningful and relevant message
• Good mix of in-person and online
• Brotherhood
• Mo Sistas
• Extroverts
THE EXTROVERTS



Average # of Facebook     Average # of Facebook
  Friends (Globally)      Friends Mo Bros/Sistas




Average # of Followers   Average # of Followers on
 on Twitter (Globally)    Twitter Mo Bros/Sistas
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
2413
Conversations
2413
Conversations
   x
 855K
Participants
1.9 BILLION
Conversations about Movember
      and Men’s Health
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
AWARENESS > FUNDS
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
YOUR
PARTICIPANTS
  ARE YOUR
AMBASSADORS
CAUSE ON OUR UPPER LIP
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
USE TOOLS AND
  PARTNERS TO
AMPLIFY WORD OF
     MOUTH
MO SPACE
TEAMS & NETWORKS
GAMEFICATION & SOCIAL
2011 APPS




iOS       Android
FUNCTIONALITY




DONATIONS (PERSONAL,
   TEAM & GLOBAL)      MO Space   Mo Fun
FACEBOOK

$15,000,000
                     $ Raised
                                              •219K Facebook Fans
$11,250,000                                   •486M Impressions
 $7,500,000
                                              •$14M RAISED (13%)
                                              •7.7M VISITORS (29%)
 $3,750,000
                                              •7.5% (577K) DONATED
        $0
              2008     2009     2010   2011   •AVERAGE DONATION: $24
Fan & Registration Gates                Recruit-a-Mo




                           Adopt-a-Mo
•196K Mo Bros on Twitter
•79.9M Impressions
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
YOUTUBE



•308K VIEWS
•437 MOSCARS ENTRIES
PARTNERS
MAKE IT FUN
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
SAY THANK YOU
EVERYONE IS SIGNIFICANT
THANK YOU!

QUESTIONS?
        @koryklem
        #movember
Fr o g ai a o
            om r r t es n
                ee d
             w rom u ,it
              o f ot vi
               d    h s
            w w o o oto
             w . r f u .g
               w d m hr
  M ri a!
   o ds
    ee
w r foto
 o o u .g
  dm hr

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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days