PR Campaigns – The blog

October 24, 2008

Facebooking and PR!

Filed under: Sparkle Media — ksorensen19 @ 7:09 pm
Tags: , ,

Today on the PR Squared blog there was a post talking about Canadian Club Whisky’s Movember event. The event itself centers around a moustache growing contest which takes place in November and is done to raise awareness towards men health. The interesting thing about the post was how SHIFT communications chose to implement a promotional campaign. Using Facebook, the team created an application that allows you to, in short, draw moustaches all over your friends’ profile pics.

The great part about this campaign was that they chose to avoid the mainstream media and use a social media tool. If this application is successful, there is no counting the number of people who become aware of Movember. I’m sure that most of us have Facebook profiles and understand how quickly new Facebook applications become popular. It is also highly possible that if the application reaches a huge number of people the mainstream media will become aware of its popularity and give Movember additional coverage.

Overall, I just think this is a great illustration of how we all have to think outside the box when it comes to brainstorming campaign ideas for our clients. I’m sure that most PR professionals turn to traditional media when they need to garner press coverage, however, with the evolution of the internet and with more technology savy individuals joining the professional ranks perhaps we will continue to see more innovative campaign ideas. What non-traditional media routes can we take to gain exposure for our clients? How can we use social media to create innovative campaign ideas?

Most importantly, let’s all go moustache our friends on facebook and support Movember!

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11 Comments »

  1. The link isn’t working but just from reading this post I agree that this campaign is creative. However, I question whether painting mustaches on facebook pictures realy raises awareness of men’s health. I know a lot of people use Facebook, both young and old, but, having a father facing prostate cancer, I’m not sure Facebook users are really the target demographic. Men are at the highest risk over 60. My dad doesn’t even have a computer.

    Comment by asbrooks04 — October 26, 2008 @ 9:55 am | Reply

  2. In reply to asbrooks04 – just wanted to highlight that the Movember targets young men, early 20s through to late 30s. It challenges them to grow moustaches in November and by doing they engage in a campaign that raises awareness and funds for prostate cancer research.

    These younger men challenge their fathers, uncles and bosses who are in, the at risk age group for prostate cancer which is 45+ if you have a family history or 50+.

    The Facebook application is purely meant to get the awareness of the Movember campaign out through the Facebook community to Movember’s target market. This awareness drives registrations in the campaign and thereby achieves the aims of Movember which is to engage a new demographic in men’s health and prostate cancer.

    Comment by adamgarone — October 26, 2008 @ 11:02 pm | Reply

  3. I believe that this is a very creative idea for a campaign, but I am not sure that this will adequately influence its target market/stakeholders. As asbrooks04 commented it is mostly men in their 20’s and 30’s who use Facebook, not the age group of men that are at risk of getting prostate cancer. Fun and creative campaigns like these are great, but it is important that the main goal is understandable, relatable and on topic.

    Comment by brittz87 — October 27, 2008 @ 8:10 pm | Reply

  4. I agree with brittz87. While this is a creative campaign, I am not so sure how how and if the intended message is reaching its stakeholders. I’m sure it’s fun to draw mustaches; however, I can not see how this will promote awareness. Even if one has to register in order to use the application, who is to say that that person is actually taking the time to understand what it’s all about. That person probably just wants to draw mustaches.

    Comment by davemerenda — October 27, 2008 @ 11:11 pm | Reply

  5. I will admit that when I read this blog, I immediately wanted to get on facebook and draw some mustaches on people. That means that the idea is appealing to facebook users, but(not to sound like a broken record) I don’t think it is enough to help spread awareness. However, just the idea did make me want to go check it out and that is the hardest part, in my opinion. The problem is that when I did find the application, there is no information whatsoever about men’s health. It just said that Movember is a group that raises funds and awareness for men’s health. If they had tied this to some valuable information, tips or warning signs, I would have came on here and stood up for it. It seems that they had a great hook, but I don’t think this plan makes the catch.

    Comment by agilliam — October 28, 2008 @ 7:50 am | Reply

  6. I think that people respond a lot more to communication methods that incorporate silly or funny methods. I personally pay a lot more attention to things that my friends send to me on http://www.facebook.com because they are coming from a source that I am familiar with. I personally would participate in this awareness campaign and would find it mighty interesting.

    Comment by knish21087 — October 28, 2008 @ 9:49 am | Reply

  7. I too went to look at this application and agree with agilliam. I went there to try and defend what a lot of people were saying just to get the opposing view, however, the application lacked information about men’s health which I think is a key part to any awareness campaign. Aside from not reaching the targeted demographic, the lack of useful information and sources that should go along with campaign, is what, in my opinion, is the downfall.

    Comment by ambrewe1 — October 28, 2008 @ 9:53 am | Reply

  8. I agree with most of the above responses. I do not think that this campaign will be able to reach the men who are truly at risk. I also know that although the applications are popular on Facebook, there are hundreds and hundreds of people (like myself) who hate adding applications on to their profile, so that could be an issue. However, I do think that the message that we need to start trying to think outside the box on how to spread the word about certain issues, and try and steer away from conventional media campaigns.

    Comment by dfishfel — October 28, 2008 @ 10:18 am | Reply

  9. I think that it is a really creative and unique idea, but like others said…it probably won’t reach the audience of men who really need to hear the message. I think it’s safe to say that most facebook users are between the ages of 18-25 and this leaves out a huge group of men who need to hear the message in just as unique and engaging way.

    Comment by lbridge — October 28, 2008 @ 2:20 pm | Reply

  10. I think that it is neat that the PR firm used facebook to garner news coverage of their event. You are right that social media outlets on the internet that help network large amounts of people, such as facebook and myspace, should be utilized by pr professionals who want to reach a large audience. They should especially want to use them if they want to reach a younger audience. Using traditional pr methods of gaining press coverage have become outdated with the surge in technology and the internet.

    Comment by amyfoley1975 — October 28, 2008 @ 2:50 pm | Reply

  11. I honestly just love how facebook is being used as valuable tool. I never realized what an impact facebook had on the rest of the world. What I thought was just a cool connecting tool actually can be a very powerful media tool. This is what this class has definitely pounded into my head.

    Comment by wackyzachy47 — October 28, 2008 @ 3:02 pm | Reply


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