A very hairy social good campaign
Bacon Brothers wanted to reinforce their brand’s core values by ‘doing their bit’ for the world. So, Benefaction partnered with them to create a Movember-themed social good campaign.
We ran a Movember month with the goal of not only raising money for the Movember Foundation, but also using the Bacon Bros brand reach amongst young men to spread positive messages about men’s health.
Bacon Bros were keen to throw their weight behind a cause that meant something to them and their loyal customers. As a community-minded business, they were clear on the ‘why’, but hadn’t yet figured out the ‘what’ or the ‘how’. Here are the steps we took to help them achieve their goal:
A whole lotta research to learn about the Bacon Bros brand and key audiences
Identified the Movember Foundation as a suitable cause that fits with the Bacon Bros brand. The Foundation uses a similar brand narrative to Bacon Bros and they both have strong appeal amongst men aged 18-35.
Created a strategy for a Movember month, which included a framework for the campaign, fundraising/awareness concepts and a key event schedule.
Worked in partnership with Movember NZ to promote the campaign online.
Project managed the campaign throughout November, delivering two fundraising events, several in-store initiatives and an awareness campaign on social media to raise money and awareness for Movember Foundation.
The campaign was a massive success. Bacon Bros raised $5,000 for the Movember Foundation and helped to engage their followers with the Movember cause. Because the campaign was authentic and driven by a desire to do some good, the Bacon Brothers brand benefited significantly as their loyal customers spread the good word about these legendary Christchurch locals.