PROBLEM
‘Movember’ is a global charity event in which men grow moustaches for just one month (November) to raise awareness and donations for men’s health issues including prostate cancer and depression. Every year, over 140,000 Australian men participate. They do not shave for a month! How does Schick still move product and make sure November sales don’t plummet?

Schick (shavers and razors) is a major sponsor of Movember. Our job was NOT to promote the charity, but to highlight Schick’s involvement and engage participants with the Schick brand, and still make sales targets.

SOLUTION
To ensure a man maintains his hirsute upper lip – his most valuable asset during the month of Movember – you need a unique hook. And that hook? ‘The World’s First Moustache Insurance Policy’.

For many men, growing a moustache isn’t easy. They often look terrible. So we asked men to ‘Look Schick Hot’ by styling and grooming their moustaches with a Schick Quattro Titanium Freestyle razor.

And if they grew a ‘Schick Hot’ moustache, we offered to insure it with the world’s first ever Moustache Insurance policy.

Outdoor and online media drove traffic to LookSchickHot.com.au where Movember participants could apply for Schick’s Moustache Insurance. They received a personalised insurance certificate, making them eligible to receive a $10,000 insurance payout when they shaved off their moustache at the end of the month.

To amplify the campaign socially, the Facebook page also let participants showcase their meticulously maintained moustaches on the Mo Wall-of-Fame; choose a style of mo for their team-mates via Facebook tagging; and participate in Insta-Mo-Gram which spread the campaign across the photo-sharing network Instagram.

RESULTS
• There were 33,248 page views, with around 10.35% of those returning visitors
• As there was a 28% increase in new fans to the Facebook community
• The total number of entries (Moustaches’ insured) was 1,005.
• Total number of Mo picture uploads was over 500.
• Total number of Insta-Mo-Gram’s #LookSchickHot was over 200.
• 70% of entries were already part of the Schick community, having entered an existing promotion (part of the Facebook community or eDM database)
• 30% were new entries (% of the new Facebook community entered)
• Sales of Schick razors and blades for men increased by 32 percent over the quarter.
• In total, the campaign reached over four-million-three-hundred-thousand people in support of men’s health issues.

AWARDS
2013 APMA AWARDS – Promo & Activation – 1 SILVER & 1 FINALIST
2012 WUNDERMAN GLOBAL SIGI AWARDS – WINNER – Promo & Activation