Movember is a global charity event held annually in November to raise awareness of men's health issues such as prostate cancer, testicular cancer, and mental health. In 2015, Movember conversations reached over 384 million people online with 360,000 social media posts. The campaign continues to see growth in awareness and fundraising each year. Health-related campaigns are well-suited for social media engagement as shown by campaigns like Movember and the ALS Ice Bucket Challenge.

1. Decoding Movember
A Social Media Phenomenon

2. SOCIAL MEDIA & HEALTH : FROM EMOTION TO ACTION… FOR
MEN.
In the words of Movember,
“The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have
joined the men’s health movement, raising £402 million and funding over 1,000 projects focusing on prostate cancer, testicular cancer,
poor mental health and physical inactivity.”
Linkfluence use social media data to provide an overview of some key campaign elements and learnings.
For the 2015 campaign, 360,000 online conversations took place and 384 million people were reached... The 12th annual Movember
demonstrates a growth of awareness and improved fundraising for men's health issues.
The more information that is conveyed, the more awareness is raised. This year the health community was one of the most mobilized
communities online, generating more than 18% of the conversation discussing this topic. 19% of content reviewed contained a call for action.
Social and digital are an ideal forum for health related campaigns as evidenced in 2014 by the #IceBucketChallenge. The ongoing success of
Movember continues this trend.
Health is one of the great everyday concerns of our lives, in real life and on the social web. It generates more than 20% of searches on
Google, 7.5% of the conversations on Facebook, and a growing number of conversations throughout the blogosphere and on Twitter.
This topic is an occasion to remind ourselves that social media conversations are the product of real people, real concerns, real lives.
Listening to these concerns is crucial to understand the world around us.
Lionel REICHARDT
2

3. SOMMAIRE
3
#Movember : when healthcare turns hipster 4
Engagement with Movember 9
Changing the face of men’s health 14
Movember in France 20
Movember in China 24
Movember in Germany 29
Movember in the United Kingdom 33
Methodology 37
Contact us 39

4. 01
#MOVEMBER:
WHEN HEALTHCARE TURNS HIPSTER
4

5. MOVEMBER:
MORE CONVERSATIONS THAN THE RUGBY WORLD CUP
FINAL
5
704,000
POSTS
360,000
POSTS
64,000
POSTS
COP21
Movember RugbyWorldCupFinal

6. A HIGH LEVEL OF EXPOSURE
6
Impressions: 4.36 Billion
Estimated reach: 384 Million
Volume of Posts: 360 Thousand

7. MOVEMBER : A CROSS CHANNEL CONVERSATION
7
TWITTER
65%INSTAGRAM
23%
FACEBOOK
5%
BLOGS & WEBSITES
5%
MEDIA
1%
Share of voice of the Movember conversation
GOOGLE+
1%

8. MAP OF A GLOBAL ISSUE
2. United Kingdom
4. France
10. Germany
5. Spain
8
9. Mexico
1. United States
8. South Africa
6. Australia
7. India
3. Canada
Ranking of top 10 markets

9. 02
ENGAGEMENT WITH MOVEMBER
9

10. WHEN THE HEALTH COMMUNITY MEETS LEISURE
COMMUNITIES
0
2
4
6
8
10
12
14
16
18
20
Health Marketing &
Communication
Rugby Videogames Beauty% of conversation
The top five most engaged communities

11. 11
KEY OPINION LEADERS ENGAGING WITH MOVEMBER
1. @SportsCenter (Media)
1 tweet - 2,7K RT – 4,7K likes
21,7M followers
2. @Time (Media)
1 tweet - 42 RT – 44 likes
8,6M followers
3. @CodySimpson (Australian singer)
1 tweet - 482 RT – 964 likes
7,5M followers
4. @people (Media)
1 tweet - 34 RT – 39 likes
6.8M followers
5. @DaniAlvesD2 (Football player)
2 tweets - 112 RT – 347 likes
6.7M followers
6. @PerezHilton (American blogger)
1 tweet - 14 RT – 33 likes
6.2M followers
7. @Mashable (Media)
7 tweets – 315 RT – 427 likes
6.1M followers
8. @GooglePlay (Brand)
1 tweet - 2 RT – 2 likes
5,7M followers
9. @Skype (Brand)
5 tweets - 84 RT – 242 likes
5M followers
10. @el_pais (Media)
2 tweets - 137 RT – 94 likes
4,9M followers
Top profiles on Twitter by follower count

12. MOVEMBER’S MOST VIRAL POSTS ARE MOSTLY NOT HEALTH
RELATED
12
Top 10 most followed brands on Facebook engaging with Movember

13. 13
FOOD & TECH BRANDS ARE LEADING THE WAY
13
1. Coca-Cola
91,2M fans
2. Youtube
81,3M fans
3. McDonalds
59,7M fans
4. Disney
50,6M fans
5. Pepsi
33,9M
6. Amazon
26,2M fans
7. Angry Birds
25,9M fans
8. Nickelodeon
25,8M fans
9. KitKat
24,5M fans
10. Target
22,8M fans
Top 10 most followed brands on Facebook engaging with Movember

14. CHANGING THE FACE OF MEN’S
HEALTH
03
14

15. PROSTATE CANCER LEADS SPECIFIC HEALTH ISSUE
RELATED DISCUSSION
15
Prostate Cancer
Testicular Cancer
Mental Health
5,9K
15,6K
6,4K

16. 18.5% OF CONTENT DROVE A CALL-TO-ACTION:
WEB USERS WANT TO CHANGE THE FACE OF MEN’S HEALTH
16
Call to Action: 18.5%
(Reach: 68 Million)
Other: 81.5%
(Reach 316 Million)

17. EMPLOYEES AT PHARMA BUSINESSES SUPPORTED THE
CAMPAIGN
1717
36 Network members
194 Network members
102 Network members
Networks participating in ‘Movember
in the workplace’ via Movember.com

18. … WHILE ONLY A FEW PHARMA BRANDS SEIZED THE
OPPORTUNITY
18
@IpsenGroupFR
4 tweets
354 followers
Bayer
Facebook: 7 posts 1.28 M fans
Twitter: 27 tweets, 109K followers

19. 31%
69%
Twitter
MOVEMBER BOOSTED DISCUSSION OF HEALTH ISSUES
AMONG MEN
19
19%
81%
Instagram
female
male

20. 04
MOVEMBER IN FRANCE
20

21. FRENCH PEOPLE CHOOSE « MOUSTACHE » OVER
« PROSTATE »
21
Most prolific phrases mentioned within Movember content

22. TOP SOCIAL MEDIA INFLUENCERS ARE… MEDIA
22
1. @lemondefr (Media)
1 tweet - 75 RT – 73 likes
4.5M followers
2. @TwitterFrance (Brand)
1 tweet - 22 RT – 17 likes
2.9M followers
3. @20minutes (Media)
1 tweet - 15 RT – 15 likes
1.7M followers
4. @BFMTV (Media)
1 tweet - 31 RT – 25 likes
1.4M followers
5. @AirFranceFr (Brand)
2 tweets - 67 RT – 96 likes
538K followers

23. MOVEMBER ENTHUSIASM IN FRENCH RUGBY CAPITAL
TOULOUSE. GO STADE TOULOUSAIN!
23
3. NANTES
(3%)
1. PARIS
(20%)
4. LYON
(3%)
5. BORDEAUX
(2%)
2. TOULOUSE
(5%)
Volume of conversation (%)
The rugby team of Toulouse helped its city reach the second rank in volume of conversations

24. 05
MOVEMBER IN CHINA
24

25. MORE THAN 2.5 MILLION PEOPLE REACHED ON SINA WEIBO

26. MOVEMBER IS TRENDING EVEN IN CENTRAL CHINA
1. BEIJING
2. SHANGHAI
3. HONG KONG
4. CHENGDU
7. QINGDAO
6. GUANGZHOU
8. HANGZHOU
9. CHANGSHA
5. WUHAN
10. CHONGQING
Ranking by number of posts

27. CHINESE PEOPLE IN THE UK ARE BECOMING BIG FANS OF
MOVEMBER
1. United Kingdom
2. United States
5. Canada
3. Australia
4. France
Top 5 prolific markets for Chinese language posts outside China

28. JUSTIN BIEBER IS A MOVEMBER AMBASSADOR ON… SINA WEIBO
1. 中国日报网英语点津官方微博 @中国日报-英语点津
(152 776 followers) The official account of an English learning platform run by China Daily, an
influential English-language media outlet in China.
2. 兵人在线bbs.bbicn.com官方微博 @兵人在线官方微博
(43 174 followers) The official public account of Bingrenzaixian Forum, talking about the
culture of war toys.
3. TED大会官方微博 @TEDNews
(431 724 followers) The public account of TED, spreading news from TED.
4. justinbieber资讯吧 @JustinBieber资讯吧
(46 059 followers) A public account of Justin Bieber News, posting exclusive news about Justin
Bieber, a Canadian singer and songwriter.
5. 谷歌信息技术（中国）有限公司 @Google黑板报
(198 252 followers) The official public account of Google China, communicating the products,
tech and culture of Google, sharing Google’s internet marketing values and experiences.

29. 06
MOVEMBER IN GERMANY
29

30. IN GERMANY MOVEMBER IS ALSO ABOUT… COFFEE
30
Most prolific phrases mentioned within Movember content

31. TECH BRANDS ARE
LEADING THE WAY
31
1. @Flickr (Brand)
1 tweet - 1 RT – 2 likes
904K followers
2. @DasErste (Media)
1 tweet – 9 RT – 7 likes
228K followers
3. @blickamabend (Media)
2 tweets - 1 RT – 3 likes
115K followers
4. @Mazingu_Dinzey (Michèl Dinzey)
1 tweet – 2 likes
83,4K followers
5. @DRadioWissen (Media)
2 tweets – 4 RT - 4 likes
33,3K followers
1. Spotify DE (Brand)
1 mention - 80 likes
8M fans
2. SanDisk (Brand)
1 mention – 4 likes
2,4M fans
3. River Island (Brand)
1 mention – 1 like
2M fans
4. Sennheiser (Brand)
1 mention – 19 likes
1,4M fans
5. Bayer (Brand)
2 mentions – 48 likes
1,2M fans

32. MOVEMBER IS FOR BERLINERS
32
(2%)
5. DÜSSELDORF
4. COLOGNE
(2%)
1. BERLIN
(13%)
2. MUNICH (6%)
3. HAMBURG
(4%)
Volume of conversation (%)

33. 07
MOVEMBER IN
THE UNITED
KINGDOM
33

34. TOP UK INFLUENCERS ARE JOURNALISTS AND ARTISTS
34
1. @iMinstrel : Mr Smith
329K followers
2. @Mr_Mike_Clarke : Michael Clarke
194K followers
Journalist & film critic
3. @haydnblower : Hayden Blower
153K followers
Singer, dancer & model
4. @Jamesallenonf1 : James Allen
135K followers
F1 journalist
5. @Tomivide : Tom Kavanagh
120K followers
Singer from band idivide
Most followed men tweeting about Movember

35. LONDONERS LOVE MOVEMBER
35
4. NEWCASTLE-UPON-TYNE (1,3%)
2. MANCHESTER (3%)
5. BIRMINGHAM (1,3%)
3. CARDIFF
(1,7%)
1. LONDON
15%
Volume of conversation (%)

36. A VISUAL CAMPAIGN IS A VIRAL CAMPAIGN
36
TOP 10
Nine out of the top ten most viral posts
were images.
TOP 10
Eight out of the top ten most engaged posts were
images, the most engaged post was a video.

37. METHODOLOGY
Linkfluence analysed all the conversations surrounding
Movember and No Shave November on the web (forums,
blogs, website) and social media platforms (Twitter,
Instagram, Facebook, Weibo…), from the 1st to the 22nd of
November.
Radarly, our social media intelligence solution harvested
more than 110 million pieces of content from over 300
million sources every day.

38. CONTACT
@linkfluence
@linkfluence
France
United-Kingdom
Germany
Singapore
China

39. contact@linkfluence.com
+33 1 80 400 800
CONTACT
39