Case Study: Movember
Social Creative and production
Leveraging social-first storytelling and a network of creators to powerfully engage with young men.
25 M+
Social Views
The Challenge
Movember sought to reshape young men's perspectives on relationships. They aimed to address complex and sensitive topics in a way that authentically reached their audience through social media.
The Solution
We launched a new YouTube channel – MO-TV – and the show, ‘Confession Box’, featuring the biggest names in YouTube and streaming, designed to appear naturally in the feeds of young men and meet them on their terms. Each week, the series unpacked anonymous confessions and questions through honest dialogue, personal experience, and emotionally grounded advice. Featuring some of YouTube and streaming’s biggest names, we leveraged a network of community and meme pages to amplify the show to millions and drive relatability. By translating complex and sensitive issues into accessible, social-first storytelling, we started conversations and inspired behavior change – encouraging young men to engage more openly, reflect on their relationships, and embrace vulnerability as a strength.