In the UK, Movember is the month formerly known as November, where men from all over the country traditionally grow moustaches to raise awareness and funds for men's health charities. As the month drew to a close, it was the perfect opportunity for Wilkinson Sword to target those men who’d made the effort to grow moustaches.

The free online games were simple and easy to use. In Sudoku, you clicked on the gaps on the grid to reveal the hipsters, then drag your mouse or finger over the one you want to choose. The object of the game was to place the faces in empty squares so that each row, column and box contains the same face only once. In Memory, you clicked or tapped with your finger on the silhouettes in order to reveal the different faces. The aim was to find the pairs and clear the board.

In just three days, with zero media budget, the campaign reached over 76K impressions. The game had 1000 plays in the first two weeks of December, and social media posts showed the game was played all over the world, bringing a whole new audience to the Wilkinson Sword website.