Move for Movember: Rebuilding a Product Portfolio
Background
Movember has been a fixture in the fundraising calendar since 2003 — a global celebration of the 'tache that raises serious money for men's health causes. But times change, and the team wanted a fresh pair of eyes on their product portfolio to make sure they were getting the most out of it. A key part of the challenge: growing workplace participation and group sign-ups.
The Brief
We worked with a small team of three on this project, brought in to review the effectiveness and potential of Movember's existing product portfolio — from acquisition right through to sign-up completion. From that, we'd recommend new product development or improvements to what already existed, with a focus on acquiring new supporters, driving team and workplace sign-ups, and aligning everything with Movember's Health Literacy goals.
That analysis fed into creative concepts for a refreshed product portfolio, plus a product strategy covering acquisition audiences and the supporter journey.
The Work
We started with a deep dive into the existing portfolio, pulling apart the data across products, audiences, and geographies to understand what was working and what wasn't.
From that, we built a portfolio strategy designed to hit the objectives while sharpening awareness of the causes Movember champions. A key recommendation was to prioritise the running product, which we felt had real untapped potential. The result was a newly refined Move for Movember — a fresh proposition, new messaging, and a more clearly defined target audience.
Our creative team built a campaign that was fun, distinctive, and rooted firmly in Movember's branding, while opening it up to new audiences. We handed the team acquisition and stewardship plans, plus a creative toolkit so their in-house team could roll it out confidently across channels and countries.
Results
The refreshed product strategy drove a 10% increase in Move income for Movember.