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Skin Institute Skin Cancer Campaign
Services
  • Media Planning

  • Social Media Management

  • Adwords & Facebook Advertising

  • Landing Page Design & Development

  • Content Creation

The Challenge

As we head into the summer months, our time spent in the sun increases. We were briefed to use emotive content to raise awareness of prevalence of skin cancer in New Zealand, to ensure people are considering their skin health and getting checked. We were given an ambitious target to grow skin cancer appointments by 20% on the same period last year.

In collaboration with video partner Camistry, we produced Facebook & YouTube advertisements. Case Study
Our Solution

We developed a media & content strategy that would help us tell the story of Michael; a young man who’s life was changed forever when he discovered that he had Skin Cancer. With the support of video partner Camistry, we developed video, social and blog content to support Michael’s story to raise awareness of this silent killer! We upweighted search through the campaign period and used Facebook video & Youtube placements to tease Michael’s story using a short 15 second video cut. Traffic was directed to a pre-built campaign landing page.

The landing page included the full version story, further information about the incidence of Skin Cancer with call to actions to book a free spot check or full body skin cancer consultation. We dropped a retargeting cookie on the landing page and remarketed to all those people who visited the landing page in the lead-up to summer. The remarketing cookies were then redeployed at the conclusion of summer to ensure people were getting follow-up checks after spending time in the sun after the most dangerous months of the year.

Case Study
The Results

The campaign content resulted in massive engagement and the importance of the message clearly resonated with New Zealanders.

  • 45% YoY Growth in Appointment Bookings
  • 49% Of Bookings From New Customers
Case Study
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