Melanoma Likes Me
Award: Wood Pencil
Wood Pencil / Mobile Marketing / Use of Social Media on Mobile / 2016
Melanoma is the most lethal cancer for those aged between 15 and 30.
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 searched 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.
Unique Visits to the “Skincheck” mobile site during the 4-week campaign increased by 1371%.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.