Pharma Times Magazine Features Adler Created Campaign, #GetNaked for client Melanoma Research Foundation to Highlight Successful Outcome
To gauge the campaign’s impact and reach, visits to the MRF’s website www.melanoma.org, and specifically the #GetNaked and early detection webpages, were measured, as well as social media engagement and exposure. Traffic to www.melanoma.org in the month leading up the campaign’s launch on May 1, 2014 was the highest ever in the history of the MRF’s website, setting a new record on the day with more than double the usual traffic. And on Facebook the number of people talking about MRF more than tripled in the week leading up to the campaign.
There was an increase in website visitors ages 18-24, and of those who visited, 80% were there for the first time, previously. Overall feedback has been positive and the online community says the campaign has resulted in at-home skin checks and scheduled dermatologist appointments. The year-long campaign employs a range of media channels: hardcopy ads in high- traffic areas in major US markets, traditional media outreach, and a heavy digital media component. The MRF also put together a “soft launch” to build anticipation and prepare core constituents for social media sharing. Social media pushes will continue throughout the year, including #GetNaked and early detection blog posts, and additional digital images and early detection messages will be shared regularly with community members on Facebook, Twitter and Instagram.
The MRF partnered with Adler Branding & Marketing to create provocative imagery containing the overall call to action. JPA Health Communications was brought in to develop campaign messaging, provide strategic promotional planning and to support social media activities and monitoring.