Situation:

If melanoma isn’t diagnosed in time, your future can look bleak. The condition is the deadliest skin cancer, killing 60,000 people each year. Yet if you spot the signs early, it is often curable.

Insight:

Prevention in melanoma means anticipating the future and predicting outcomes.

Objectives:

Raise awareness of melanoma and the importance of checking your skin.

A fortune telling experience with a twist… After having their palms read, unsuspecting members of the public were led inside our reading tent, where they were surprised by a dermatologist who offered them a full body examination, teaching them how to spot life-threatening melanomas. We captured the whole experience on hidden cameras to create an attention-grabbing, awareness-raising 360’ social media-led campaign, that drove people to a website where bespoke tarot cards showed them how to self-examine their skin. The hand-drawn cards were then printed and given out by pharmacies across Europe.

Target audience:

• Age: 20 – 65+ years old

• Geographic locations: EU countries, except for: Belgium, Netherlands, Luxemburg

• Gender: All

• Interests: Skin, Health and Beauty, Health care

Relevance to platform:

• Our main assets were the Hero video published on YouTube “Learn the secrets to read your skin - The real Fortune Teller” and a dedicated website (https://www.therealfortuneteller.com/) a landing page with educational content and campaign details, providing information about the risk of melanoma and how to detect it. To increase their reach and awareness, a promotional campaign was created.

The Promotional campaign consisted of:

• Social Media Campaign on Facebook, YouTube, and Instagram: sponsored posts and dark posts

• Google campaigns: Google Ads Display and Google Ads Video

Data gathering:

• Website visits (Google Analytics)

• Facebook/Instagram and YouTube

• Google Ads

Implementation:

• Social Media Campaign on Facebook, YouTube and Instagram: publication of video posts, stories, carousel post, single image posts

• Google Ads Display: static banners with link to the dedicated website (https://www.therealfortuneteller.com/).

• Google Ads Video: promotion of the Hero video “Learn the secrets to read your skin - The real Fortune Teller” on YouTube

Timeline:

• During the whole month of May 2022

Placement:

• Social Media Campaign on Facebook and Instagram:

o Publication and sponsor of the Hero video on YouTube

o Two dark posts: a teaser and a trailer video

o Six educational posts: one carousel post, two single image posts, three short videos posts.

• Google Ads Display: three banners

• Scale

• Social Media Campaign: 5K-7K reach a day

• Google Ads Display: 6K-7K clicks for 30 days

• Google Ads Video: 12K-15K views for 30 days

In just 4 weeks, the campaign reached 1.4 million people, achieving over 130,000 video views with an engagement rate that was ~7% above average. Themed tarot cards we created to educate the public on how to ‘read’ their own skin are now stocked in pharmacies across Europe, enabling people around the continent to reveal the signs of melanoma in time to save their lives.