Every week, the People Pattern team chooses two different brands to monitor their audience and marketing efforts. In honor of November men’s health awareness or, Movember, we decided to explore the audiences behind the movement in the United States and the UK. Lets take a look at how their audiences stack up.
For a quick survey of the Movember audience, People Pattern ingested followers of @Movember, @MovemberUK and a small sample of folks who had mentioned #Movember on Twitter. After a day or so, the People Pattern platform analyzed a rough sample of about 10,000 unique “Mo Bros” involved in the Movember movement.
On a high level, we noticed that the majority of the people interested in and talking about Movember are male. No surprise there. The age range is fairly even–the movement appears to be popular amongst millennials. Although both audiences skew heavily caucasian, more interesting to note is that the Hispanic, millennial male audience makes up a small but significant segment of the US market. Also interesting is the trans-atlantic comparison between female audiences.
Audience Demographics: United Kingdom
Audience Demographics: United States
Comparing the top interest categories within each audience, we see similarities in the language that bros in the US and the UK use to discuss Luxury and Politics. In manners of business, it seems that the audiences are having fairly distinct conversations. The UK audience tends to discuss more established methods of business. Conversations center around London, the LBC, and more traditional marketing. In comparison, the US audience’s interest in business is more focused along entrepreneurial lines. Words like “Kickstarter”, “startup” and “cloudera” point towards the kind of software-saavy, hoody-wearing Mo Bro that has not yet crossed the pond.
Audience Interests: United Kingdom
Audience Interests: United States
The Movember movement is peer-based and dependent on influencers to raise awareness and drive momentum. Based on the data, Scott Levy is Movember’s most influential advocate in the United States. Scott is CEO of Fuel, a digital marketing company specializing in SEO, social media and brand reputation. Based on his tweets and posts, we can deduce that Scott is interested in animals, the outdoors, social media and major sports.
The top influential advocate in the UK is Studio Director of Sports Interactive, Miles Jacobson. Based on his online tweets and posts, we can deduce that Miles lives in London and is interested gaming, sports, and consumer tech–not surprising given his occupation.
Top Advocate: United Kingdom
Top Advocate: United States
Each year, November brings about early winter chills and progressively hairy faces. But not all mustachioed men are the same. Brands keen on joining the revolution and raising awareness about men’s health should develop strategies deeper than priming the pomade and thinking thick.
Interested in learning how your brand can benefit from a deep dive into the nuances of your audience? Check out the limited time offer for the People Pattern Holiday Report, or request a customized demo of the platform.
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