The #Stickit2Melanoma Campaign was designed to drive awareness to consumers about the deadliest form of skin cancer, melanoma. The campaign educated them about the importance of yearly skin exams, drove them to Find a Specialist who offers the DermTech Melanoma Test, and encouraged them to schedule a skin exam during the month of May--Melanoma Awareness Month.
The goal was to deliver 38M impressions through social & PR and over 22K Find a Specialist searches to encourage skin exam appointments.
The #Stickit2Melanoma Campaign came to life through social media, PR and Influencer efforts. The plan was to connect with consumers where they are and to deliver content that would educate on the importance of early detection and encourage them to take action.
Key features included a comprehensive landing page that included all relevant information and actions. The challenge was communicating multiple messages within a limited space. For example, we wanted to ensure consumers were aware that melanoma can be deadly, communicate the benefits of the DermTech Melanoma Test, and drive consumers to find a specialist and schedule a skin exam. Smarty Social Media overcame this by leveraging different marketing tactics to communicate a specific message via thoughtful digital executions.
The 2022 #Stickit2Melanoma Campaign exceeded expectations by delivering over 60M+ impressions -- 57% over goal, and 26K Find a Specialist searches -- 17% over goal. Most importantly the campaign aimed to save lives with early detection by encouraging annual skin checks and educating consumers about melanoma and the DermTech Melanoma Test.
