"Simon & his team at Identify aren’t just B2B marketing experts—they are the architects of trust-driven, revenue-first growth. Their expertise in credibility-led & proof-first marketing makes them an invaluable to any brand serious about scaling revenue."

Case Study: Launching Movember UK – A $40M Fundraising Phenomenon

🚀 Overview

Movember campaign launch made history in the UK, launching a bold, high-impact campaign that not only raised over $40 million in just four weeks but also cemented itself as a cultural movement.

Simon worked with Movember leading the communications to build trust, and authority-driven marketing that made the campaign a resounding success.

🎯 The Challenge: Building Trust & Authority at Scale

1️ Establishing Nationwide Trust – As a growing movement, Movember needed to earn credibility and secure high-profile endorsements in the UK.
2️ Creating Mass Participation – The campaign had to go beyond charity—it needed to feel like a cultural moment that people wanted to be part of.
3️ Raising a Record-Breaking Fund – Movember’s UK expansion required a high-impact fundraising engine to drive donations at an unprecedented scale.

🚀 Solution: A Trust-First Growth Strategy

A multi-layered, authority-driven strategy that leveraged high-impact storytelling, influencer credibility, social trust and bold activations:

1️ Cultural Authority & Trust-Building

✅ The Movember partnership manager Secured high-profile endorsements from celebrities, media personalities, and sports figures to validate Movember’s mission.
✅ We created press-worthy moments, including projecting a giant moustache onto Big Ben, making headlines across the UK.
✅ Partnered with Fraud Agency to deliver top-tier media outlets to position Movember as a movement, not just a fundraiser.

2️ Community-Led Growth & Participation

✅ Launched a social-first campaign that encouraged organic content creation and viral user participation.
✅ Developed milestone-based challenges, driving deeper engagement and advocacy.

3️ Revenue-First Fundraising Engine

✅ Implemnted hyper-personalised fundraising messaging using Social Channels.
✅ Designed multi-channel ad campaigns that drove mass participation & donation conversions.‍

📈 The Results: A Movement That Defined the UK Fundraising Space

💡 $40M Raised in Four Weeks – A record-breaking fundraising effort that reshaped the UK charity space.
📢 Millions Reached via PR & Social – The campaign went viral, achieving unprecedented awareness & participation.
🎖 Endorsements from Celebrities & Leaders – Movember became a trusted, must-participate movement for both individuals & corporations.
🚀 Sustained Growth & Brand Equity – Movember UK didn’t just have a moment—it built a lasting legacy.

🔮 The Future: Scaling the Playbook

With a trust-first growth framework, high-profile advocacy, and community-driven engagement, Movember UK became one of the most successful charity campaigns of its time. Simon worked with Movember to develop trust-building content, demand generation, and authority marketing.

🔥 Want to see how we can do the same for your brand? Let’s talk revenue. 🚀

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"Simon is regarded as one of Australia’s top CMOs and growth experts. His deep expertise and strategic insights make him an invaluable asset to any brand looking to scale rapidly." JC, Co-founder Movember