November means Movember. This men's health awareness campaign has inundated our Twitter and Facebook feeds as the men (and Mo' sisters) in our lives fundraise, spread information, and encourage men to regularly get health checks. A social media heavy campaign, online channels have been swarmed by mentions of #Movember and an unrelated, but similar, campaign, #NoShaveNovember.
This was another interesting and busy news week, with the NASA Philae landing on a comete, Veterans Day here in the US, Adult Swim's "Too Many Cooks" viral (and terrifyingly weird) video, not to mention Paper magazine's attempt to #BreakTheInternet.
It's all about the 'stache!
November 1st marked the official start of Movember and No-Shave November. Although both campaigns help to raise awareness for cancer, they are different from one another.
Movember asks for donations to the Movember Foundation, where the organization donates the money it raises to projects and programs related to prostate cancer, testicular cancer, and other men's health issues. No-Shave November encourages men (and women) to donate money they would spend on shaving-related products or services to the American Cancer Society.
Both have a major presence on social media, however Movember mentions have had a larger share of voice on Twitter for the month so far:
Movember: more than 340,000 mentions
No-Shave November: more than 184,000 mentions
Of note, this data is based on a 10% sampling of Twitter mentions found using the Brandwatch Analytics platform. The data numbers have been multiplied to represent the full volume.
During the month, both campaigns have been discussed between men and women, however No-Shave November interestingly has a larger female presence (46%) than Movember (36%). This could be a result of the fact that No-Shave November encourages women to maybe skip shaving their legs, instead of growing a mustache or beard.
No-Shave November Gender Split
Movember Gender Split
We have contact! Philae landing is a go
On Thursday, November 12th, the European Space Agency (ESA) waited with anticipation to see if the Rosetta mission would be a success. Philae became the first ever man made probe to land on a comment - a huge technological achievement.
Since, Monday, the Rosetta mission has received more than 936,000 mentions on Twitter using hashtags such as #CometLanding, #Rosetta, and #Philae.
One of the most popular Tweets came from the official handle of the probe, @Philae2014, when it Tweeted "Touchdown! My new address: 67P! #CometLanding."
Star Trek's William Shatner also Tweeted his congratulations to the mission, which resulted in more than 1,000 RTs.
Celebrating Veterans Day on social
This Veteran's Day, social media users took to Twitter to thank and honor US veterans using the #VeteransDay hashtag. Just how many tweeted? Well there were over 546,000 mentions between November 10-12, 2014.
Top hashtags used include #veteransday, #veterans, #thankyou, and #usa. America, freedom, and "veterans matter" were also popular hashtags in conversations.
As this is a US-centric holiday, we broke down the data on a state-by-state basis and wanted to determine who Tweeted the most based on volume. The top states using #VeteransDay are:
California (24,900+ mentions)
Texas (17,000+ mentions)
New York (16,600+ mentions)
Florida (11,800+ mentions)
"Too Many Cooks" is too viral
I'm still scratching my head after watching the most viral video of the week. Adult Swim's "Too Many Cooks" video is an interesting (okay, I'll say it, super odd) parody of 80s and 90s family sitcoms, served with a dash of kitschy horror film. As of Thursday, November 13, it had received nearly two million views and more than 95,000 mentions on Twitter since the video hit YouTube.
The largest share of the conversation took place on November 7 (18,000+ mentions) and November 8 (20,000+ mentions), right after the video was first posted.
Not surprisingly, YouTube and Adult Swim have been the most mentioned Tweeters surrounding conversation of the video, along with Casper Kelly, the creator of the 11-minute video. Celebrities such as Simon Pegg, Patton Oswalt, Ben Schwartz, and Zooey Deschanel, all Tweeted about the video and drove conversations.
Below is a look at some of the most mentioned topics associated with this viral sensation, including "Adult Swim," "YouTube," "Buzzfeed," and "theme song." The gender split is also interesting, with 73% of the conversation being dominated by men. Maybe men just have an odder sense of humor?
#BreakTheInternet and then #FixTheInternet
The internet is still buzzing after Kim Kardashian and Paper Magazine attempted to #BreakTheInternet with the Winter 2014 cover of the magazine. People have been voicing their opinions and Comedy Central's show, @midnight, decided to get in on the action during the "#HashtagWars" segment when they decided they wanted to be the solution to #FixTheInternet. Since then, the hashtag has been trending with #BreakTheInternet, resulting in more than 211,000 mentions combined.
Top hashtags for both campaigns included #breaktheinternet, #fixtheinternet, #papermagazine, and #kimkardashian.
While #BreakTheInternet may be winning in mentions (177,000+ mentions), #FixTheInternet definitely created a buzz on Twitter today (34,000 mentions). We have also found it interesting that big names have also latched on to the hashtag to gain some traction like Nissan and the Metropolitan Museum of Art, when they seemingly are unconnected to the topic.
Mo Movember, mo social data
Throughout November we'll be providing the updated stats on the Movember and No-Shave November campaigns. Not to mention keeping a close eye on viral campaigns (check out our #AlexfromTarget social data in Adweek) and of course the upcoming holiday and shopping seasons.
If you have any questions or are interested in learning more about Brandwatch or social data, leave a comment!