ProBikeKit presents Movember Cycling Club
Driving awareness of men's health, engaging with consumers and supporting a great cause
About This Project
Whilst working in-house at ProBikeKit (now Evans Cycles), I developed a campaign which saw us partner with Movember – a global not for profit which raises awareness of men’s health.
To engage with ProBikeKit’s largely male audience, this felt like a great way to positively interact with our users, and other cyclists out there who may not already know about, or shop through ProBikeKit.
As a hugely reputable not for profit, Movember felt like the perfect partner. To activate the partnership we came up with numerous ways for people (all genders were able to take part) to get involved throughout the month of November, including:
- Exclusive print on demand Movember Cycling Club merchandise – with all profits donated to Movember
- An online silent auction – featuring money can’t buy gifts donated via our brand partners
- A month long Strava challenge ‘150 #MilesForMo’ – we challenged cyclists to cycle 150 miles in the month of November. Those who completed the challenge received an exclusive discount to ProBikeKit, a donation to Movember (paid for by ProBikeKit) and they were entered into a prize draw. Over 100,000 cyclists took part in the challenge.
The campaign helped raise over £30,000 in donations to Movember, and drove sales, data collection and brand exposure for ProBikeKit.