SurveyMonkey's audience grows thanks to Movember movement

Online survey software company SurveyMonkey partnered with technology agency Airfoil on an initiative to bolster the number of males on the survey company's audience panel.

Organization
SurveyMonkey (Palo Alto, CA)

PR agency
Airfoil PR (Sunnyvale, CA)

Duration
November 1-30, 2012

Budget
$10,000

Online survey software company SurveyMonkey partnered with technology agency Airfoil on an initiative to bolster the number of males on the survey company's audience panel.

Strategy
SurveyMonkey aligned with men's health group Movember to support a cause-related movement targeting prostate and testicular cancer that would also raise brand awareness among men aged 18 to 45.

Tactics
SurveyMonkey created a State of the Stache survey and infographic to spark media conversations. Employees grew moustaches and money raised by the staff was matched by the organization.

Members of the local media and tech publications were invited to The Great Shave at SurveyMonkey's offices, where Reina Sanchez of Sam's Barbers, a famous Palo Alto, CA, barber, shaved the moustaches off as part of the cause.

At the close of the initiative, SurveyMonkey powered a post-event survey to Movember's user base.

Results
The initiative received coverage in tech blog VentureBeat, as well as a segment on NBC Bay Area, and in the San Francisco Chronicle. SurveyMonkey directly connected with its target group through the post-Movember survey that was distributed to approximately 100,000 participants.

The initiative generated more than 800,000 Twitter impressions, Facebook exposure to about 50,000 fans, and raised $4,000 for cancer causes.

Airfoil PR SVP Tracey Parry says the Movember initiative "exceeded all expectations in terms of [client] alignment."

Future
The SurveyMonkey team continues to work to drive the 18 to 45 male demographic to join its audience panel. The team plans to partner with Movember for a 2013 campaign to drive further engagement.

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