| Title | MELANOMA LIKES ME |
| Brand | MELANOMA PATIENTS AUSTRALIA |
| Product / Service | MELANOMA AWARENESS |
| Category | B01. Use of Social Platforms |
| 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 |
Whilst many people think melanoma only happens to older people, in actual fact, more and more young Australians are being diagnosed with melanoma. It is the most lethal cancer for those aged between 15 and 30. We created a Real Time Response campaign that spoke straight to young people at the time they were most in danger of causing their skin irreparable cancer damage. We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time.
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%
We used the Instagram API "location" and "tag" endpoints, and the Twitter API "search" endpoint, to retrieve recent post data based on relevant geolocations and hashtags. Both APIs returned JSON-encoded post data, which was deserialised and cached on the Melanoma Prevention server. Retrieved post data was compared to existing cached data to find new posts, and the social media team was notified of updates in real-time. The campaign rolled out predominantly across Instagram and Twitter, whilst Melanoma also had a presence on Facebook.
The data powered the campaign by helping us establish the most relevant sun-related hashtags. We used a number of social media monitoring tools including Radian6 and NUVI to identify the most relevant hashtags to base our messages around. We then used the most popular social media channels to create personalized digital messages that would shock young people when they first received them, and think again about their sun safety routine. We sent millions of individually tailored messages, straight to our hard-to-reach audience and helped them check for melanomas. A potent reminder that whenever you’re in the sun, so is Melanoma.