| Title | MELANOMA LIKES ME |
| Brand | MELANOMA PATIENTS AUSTRALIA |
| Product / Service | MELANOMA AWARENESS |
| Category | B03. Use of Social in a Direct Marketing Campaign |
| Entrant | GPY&R Brisbane, AUSTRALIA |
| Entrant Company | GPY&R Brisbane, AUSTRALIA |
| Advertising Agency | GPY&R Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | George Patterson Y&R | Chief Creative Officer - ANZ |
| Andrew Thompson | George Patterson Y&R | Executive Creative Director |
| Ellen Fromm | George Patterson Y&R | Copywriter |
| Isabella Caruso | George Patterson Y&R | Art Director |
| Rob Hudson | George Patterson Y&R | Chief Digital Officer |
| Grace Francis | George Patterson Y&R | Digital Producer |
| Fiona Caird | George Patterson Y&R | Group Account Director |
| Jake Pospischil | George Patterson Y&R | Digital Developer |
| Ross Benn | George Patterson Y&R | Designer |
How do you convince young Australians to take more care in the sun? Definitely not by using mainstream traditional advertising methods. We created a Direct campaign that spoke straight to young people at the time they were most in danger of causing their skin irreparable cancer damage. It was personalized DM done with a social spin. Millions of tailored messages were delivered to our hard-to-reach audience, right when it could make the most difference.
We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time. An application linked to Twitter and Instagram web APIs was developed to search for posts from a library of popular hashtags and geolocations. The application aggregated these posts and notified our social media team in real-time so they could respond with creepy messages from Melanoma. We also created a mobile site that allowed them to easily check their moles and marks on their skin, and showed if melanoma was creeping up on them. The campaign ran over the Australian Summer of 2015, and rolled out as planned.
The target audience for this campaign were those aged 15-30 who were regularly out in the sun. Melanoma was not top of mind for them, and traditional advertising warning messages were easy to ignore. Coupling that, their appetite for mainstream media was at an all-time low. They were however, voracious users of social media. The primary target were Queenslanders, but we hoped that the message would spread further around sun-loving Australian states. We wanted to find a direct way to make young people think about their sun smart behavior at the exact moment they were out in the sun.
The objective of the Melanoma Likes Me campaign was to reach people at the key moment they were exhibiting unsafe sun behavior. It was less about driving huge traffic to the website, but more about making them put on sunscreen and a t-shirt. We actually managed to do both. Over 2 million people received our messages during Summer. With an earned media value in excess of $5 million. The algorithm cost $430 to create. Unique Visits to the Skincheck mobile site Week One increased by 144% Unique Visit to the Skincheck mobile site during the Summer campaign increased by 1371%