The knowledge of millennials about melanoma is significantly lower than that of the rest of the Dutch population. This while melanoma is in the top 3 of the most common forms of cancer among millennials. The Dutch Melanoma Foundation therefore asked us to make as many young people as possible aware of the importance of regularly checking the skin for suspicious spots.
How do you do that? Focus on the place where most millennials can be found, speak their ‘language’, and confront them for the strongest awareness. With Spot the Dot and House of Bandits we developed the campaign video Discover Your Spot, especially for Instagram. The video starts as a holiday video of an influencer at an idyllic lake with a waterfall. ‘If only we discovered this spot earlier’,the boy in the story says.However, the true message sinks in when it appears that ‘this spot’ does not refer to the beautiful lake, but literally to a suspicious spot on the skin of the girl in the video. She does not go to a doctor and this is fatal, while the chance of a cure is very large with early detection.
We have brought the video to the attention of as many millennials as possible. By clicking further on the campaign website of the Dutch Melanoma Foundation they could learn to recognize the characteristics of melanoma.
Defining the campaign strategy for Discover Your Spot
Developing a content script for the campaign video
Setting up and coordinating the research by the research agency PanelWizard
Free publicity in news and trade media for the campaign
Select the most suitable media partners for guaranteed publicity in news media and on social media
Selecting the most suitable influencers for spreading the campaign video on Instagram
Creation of content for all social channels of the Dutch Melanoma Foundation
Creation of content for the social channels of international partners
Managing the social channels of the Dutch Melanoma Foundation during the first week of the campaign
Boosting the reach of the campaign video via Instagram, Facebook and YouTube
The campaign was all about the reach under millennials and that was gigantic. An overview: 125,000 people saw the video in the Facebook post of the Dutch Melanoma Foundation. On the Instagram account of the foundation that was more than 100,000 and on YouTube the video has been viewed more than 42,000 times.
The partnerships with Elle.nl, Cosmopolitan.nl and 12 different influencers resulted in Instagram in almost 100,000 views of the video in the stories and 50.000 views in the feeds.
The campaign also received ample attention in the news media and in trade media about health, lifestyle and communication. Hart van Nederland made a report for tv and NOS op 3 devoted a video item for the website. Trouw, VROUW.nl, Nu.nl and Lindanieuws.nl wrote an article about it and the publications in the trade media were numerous.
The Dutch Melanoma Foundation
Campaigns | Content creation | Influencer marketing | Publicity | Social media marketing