This season, Gillette partnered with Movember – top chaps who grow moustaches to raise money for men’s health.

Our insights told us that Movember participants, or ‘Mo Bros’ do more and raise more funds when they are engaged in fundraising teams. Therefore, leveraging Gillette’s rich heritage in sport, we wound the clock back to a time when sportsmen were gentleman and proudly donned their moustaches, to create the fundraising team with the ‘mo-stest’, Gillette Mogents United. The team for shenanigans, fundraising fixtures and a jolly good time.

We rallied together Mo Bros from up and down the country to join our team, along with current and past sporting stars, and set forth to engage the Mo Bro in order to raise an astounding amount of money for men’s health and raise awareness of Gillette’s partnership with Movember.

We kicked off the campaign by donating 50 pence from every Gillette ProGlide Styler to Movember. We then invited Mo Bros to sign up to our team through our online hub and Facebook app. All Movember activity was then amplified through Twitter, Facebook and Instagram, promoting competitions, events, a Football Sticker creator and lots of fundraising frivolities.

We also opened an official team clubhouse in London’s Covent Garden where Mo Bros could enjoy a free professional shave and evening shenanigans in our player’s lounge bar throughout the Movember season.

Our team of barbers also went on tour and trimmed the moustaches of Mo Bros at over 40 shaving fixtures.

To increase awareness we even broke a Guinness World Record for the world’s largest shaving lesson.

The campaign also had huge support from media partnerships including a live TalkSport radio broadcast from the clubhouse and TV idents on Gillette Soccer Saturday.

“Gillette created occasions for Mo Bros to meet fellow participants and share their experiences over the month. We are incredibly proud of the partnership; it’s appreciated by ourselves as well as the Movember community who benefit from their efforts to help us change the face of Men's Health.” Hywel Mills – Head of partnerships, Movember Europe

KPI's set by Gillette:

1. Increase market consumption of blades and razors

- Razor consumption up +5% and blades up +2%.

2. Create highly engaging experiences for Mo Bros

- 35-day pop-up barbershop + 45-date tour

- 4415 event attendees

- 1258 Mo Bros joined Mo Gents United

3. Be the catalyst for brand conversation

- Total Reach from Gillette UK social – 76,290,087

4. Create mass awareness of the partnership

- 724 million reach for the entire PR campaign

5. Break Gillette’s 2012 total of £140,000 raised for Movember.

- £267,955 raised