Melanoma is the most lethal cancer for those aged between 15 and 30. We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time. An application linked to Twitter and Instagram searched for posts from a library of popular hashtags and geolocations. The application aggregated these posts and notified our social media team in real-time so they could respond with creepy messages from Melanoma.
Unique Visits to the “Skincheck” mobile site during the 4-week campaign increased by 1371%.
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