The objective of this video is to raise awareness for the Movember Foundation and our vision to change the face of men's health. Each year we work with official Movember partners to reach larger audiences and spread the word about Movember. In 2015 we began a fantastic partnership with Progressive Motorcycle Insurance. We worked with their agency Match Marketing Group on the production of this video to show the power behind participating in Movember and changing your appearance to start conversations. As the #1 motorcycle insurer, Progressive is passionate about their riders and the motorcycle community, just as the Movember Foundation is passionate about promoting men's health. Progressive wanted to show the world what their community stands for with the Mo's and Motos team on Movember.com to inspire motorcyclists across the U.S. to join the cause and raise money and awareness for men's health issues. We felt an emotional, engaging and shocking video would capture the attention of both brand's audiences and drive participation in the Progressive network on Movember.com
We know that starting clean-shaven on Movember 1st and growing a moustache for the month starts important conversations about men's health. Since our inception in 2003, millions have joined the movement, raising $710M and funding over 1,000 programs focused on prostate cancer, testicular cancer, mental health and suicide prevention. Something as simple as shaving off a beard and donating your face to charity has the power to change your life and positively impact those around you.
Progressive Motorcycle Insurance was excited to work with real members of their passionate motorcycle community to produce a series of video highlights real men's stories. In the keystone video, Matt Robinson shaves off his 17-year-old beard to raise awareness for men's health. The strategy for both brands was to reengage existing audiences and entice new people to join our combine efforts to change the face of men's health. Progressive Motorcycle Insurance also wanted to bring this epic shave down experience to life throughout the month of Movember at Progressive's Flo's Chop Shop, a mobile parlor offering barber, boot shine, and manicure services to bikers around the country.
Progressive and Movember worked hand in hand to locate people like Matt to share their story and identify locations for filming and make sure the final video was on brand. A decent amount of legwork to activate local biker communities was needed to execute this video in the most authentic way possible. Between the progressive brand team, agency and the Movember partnerships and marketing teams, we worked through casting, scripting style and calls to action. With the video launching at the end of October, one of the most important time frames for our campaign to engage the community, we really wanted to make sure this video struck the right chords
One of Movember's goals is to change perceptions of masculinity. Male bikers are sometimes seen as tough, confident, outlaws. These are men who wouldn't be vocal about their feelings, let alone their health. By showcasing a motorcycle enthusiast who lives the biker lifestyle but is passionate and proactive about men's health, we can break through the stereotype and reach the "guys guy" demographic we always try to impact.
Another goal of this video was to show the effort our Mo Bros go through to help change the face of men's health. Shaving off all your facial hair is a huge deal for some men. Matt Robinson, the man we featured in this piece even said, "My wife has never seen me clean shaven, certainly not my child." There are a group of scenes in this video where Matt reveals his clean-shaven face to co-workers and friends - their shocked reactions are priceless. Matt's friends and co-workers are confused for a split second and then are overjoyed. What makes it all worth it is they all ask the most important question, "Why?" That simple question starts the conversation and spreading awareness about Movember and men's health.
The video's effect on viewers was laughter, shock, and in some cases, tears. The impact of the video made it sharable and engaging for audiences.
We utilized the Progressive Motorcycle Insurance social media reach and their "Mo's and Motos" Movember team to promote the various content they created throughout the campaign, with Matt's piece being the keystone video. Mo's and Motos is a global community of bikers who are like ambassadors of Movember. To date the Mo's and Motos network has raised almost $100,000 for the Movember Foundation.
The Movember Foundation USA Facebook as the primary platform to promote Matt's video from Movember's owned channels. Natively uploading and boosting it with a small amount of advertising spend, the video reached over 165,700 people – a larger group than our Facebook fan base. We received over 11,000 Facebook video views with 183 shares, 18 comments and 261 likes.
Progressive Motorcycle Insurance shared Matt's video from their official YouTube channel acquiring over 2,650 views. Movember also shared the YouTube link to our audiences through an email to our database and on Twitter.
Progressive shared Matt's video across their other networks in October 2015, acquiring 5,000 video views on their Progressive Outdoor Facebook Page. Progressive continued to share other pieces of Mo's and Motos content, like a feature video on Mo Bro Donovan throughout the Movember campaign on their social networks.