November has come (or shall I say Movember) and that means only one thing – mustaches everywhere!
You probably are familiar with the concept of Movember – men growing their mustaches to raise awareness about men’s health issues and collect funds for prostate and testicular cancer as well as mental health.
It all started in 2004 when a group of 30 men in Melbourne, Victoria decided to grow mustache for 30 days in order to raise awareness for prostate cancer and depression in men, They later on formed Movember Foundation charity. Charity received global recognition and since the beginning has now raised $174 million.
Because Movember is focusing on men and their problems, women do not have a clear way of participating besides encouraging their men (Mo bros) to take action and grow a mustache. So this is where Aussie’s Misstache campaign comes in handy.
Take a look at their ad:
This year Aussie (Australian hair care brand) is giving a chance for women to become involved in Movember – they are asked to form a MISStache with their own hair and then Mo Sisters are asked to take a selfie and upload it to their social media platforms using hashtags – #misstache and #movember.
What is more, Aussie has collaborated with Fleur deForce (YouTube beauty blogger) and is giving a chance to win a trip to Australia for a Mo sister and her friend next year. All you are asked to do is to style and snap a picture of you wearing your misstache and upload it to Aussie’s facebook page (Facebook.com/Aussie) with the same hashtags mentioned above and Fleur deForce will choose a winner. She will be judging Mo Sisters according to four criteria – individuality, skill, fun and healthy looking hair. Here is the video where Fleur talks about the campaign.
I believe Aussie’s PR team did a great job finding a niche in an already very successful campaign and making it suit the brand and still have a spark into it. Also, the fact that they chose a collaboration with beauty blogger means that they understand their target audience very well.
What are your thoughts on this campaign?