Maurice Lacroix, a supporter and 2-year partner of Movember, created a social media campaign to raise awareness and recruit as many fundraisers as possible.
Movember, an international charity event taking place on a yearly basis in the month of November, aims to raise awareness and funds for men's health since 2003. In partnership with Digital Luxury Group,
Web page and visual content for posts were created by We Make Something, conveying a perfect match between the brand identity and the Movember charity. Mostly on Facebook and Twitter, Digital Luxury Group promoted the content to eight markets and got featured on the social media pages of Movember.
To increase recruitment, Maurice Lacroix partnered with a "captain" for each team, who, in most cases, was a local celebrity (ie: Australian Olympic swimming champion James Magnussen and UK 3x Sprint and Hurdling world champion, Colin Jackson). ML also created 3 limited edition Pontos S Diver watch models to 1) sell with all proceeds for the charity 2) reward the top fundraiser of each team and 3) reward the International Man of Movember.
As the only watch brand to partner with Movember, Maurice Lacroix managed to convey an honest and effective message on social media, receiving an engagement rate of 6% based on a reach of 1.2 million. Furthermore, 5 promoted posts convinced +1'200 Movember fans to also become Maurice Lacroix fans on Facebook. About 59K $USD was raised by the Mo'rice Lacroix network from all the marketing and social media efforts combined.
As a partner of Movember for two consecutive years and the only luxury watchmaker to be in this position, it goes without saying that Maurice Lacroix has values that are very similar to those of the Movember Foundation, placing the watchmaker as one of the most featured partners on Movember's social media platforms and website.
Both take pride in constantly involving their communities in their story and their evolution, by creating unique experiences and two-way communication. Furthermore, the 2014 Movember theme was a perfect match with the values of Maurice Lacroix, being all about "local grown" idea, which can be found in Maurice Lacroix as "locally made" or "made in Switzerland" through passion and innovation.
Another key success factor was that Maurice Lacroix's results for Movember were the result of a real team spirit powered by common willpower among all Maurice Lacroix employees and partners. For example, the Maurice Lacroix photo-shoot for Movember 2014 took place in the watchmaker's manufacture in Saignelégier, Switzerland, featuring watchmakers who have been in the company for years. They stood up for the cause wearing the limited edition watches, as the faces of the partnership. These pictures appealed to the Movember Foundation for their authenticity and originality that conveyed a powerful message.
As a result, Maurice Lacroix raised 59K $USD for Movember through Marketing and Social Media efforts. Each of the 8 markets made noise for the charity by organizing events with the presence of their team captains who recruited new participants and raised funds through various initiatives such as lucky draws with raffles and games.
The MoBros who raised the most funds and those who donated to the charity by purchasing a limited edition watch were very proud to receive a watch as a reminder of their efforts and showcased it on social media tagging the brand for all fans to see.
The Movember page on the Maurice Lacroix website received, over 10.8K visits. The partnership and limited edition Maurice Lacroix Pontos S Diver models were also featured in the press with top sources including Forbes, GQ and Maxim.
