Since its humble beginnings in 2003, the charity Movember has grown drastically, encouraging people to grow and groom their moustache for the full 30 days of November, whilst raising funds for and awareness of men's health issues, such as prostate cancer, testicular cancer, and men's suicide.
By 2018, Movember had over 5 million signups worldwide. It was vital to keep the momentum going by generating sign-ups to the 2018 campaign in the UK and increase penetration of new donors.
Movember and Whistl set out to create a GDPR compliant, highly targeted door drop campaign using Royal Mail door to door. Whistl’s starting point was to build by a targeting model using anonymised donor data to unlock key postcode sectors.
National and Regional Mosaic profiles were created to enhance the targeting approach. As headroom opportunity was key to the success of the campaign, London TV Region was excluded from the campaign due to the high penetration of existing donors in this region.
An impactful door drop – with the intriguing headline ‘Shave the Date’ - was sent to 250k households.
Movember generated circa 1,500 NEW donors, a response rate of 0.57% The doordrop also generated over 300 existing donors to sign up again…
See the full case study here
Source: Royal Mail, Whistl/Movember 2018