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        Skin Memories短视频广告营销案例

        本案例默认翻译为中文，点击可切换回原语言

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        皮肤记忆

        案例简介：战略 我们想接触所有年龄的人 -- 因为皮肤癌可以发生在任何年龄。由于几乎从不检查他们的皮肤，但平均每天检查他们的 Facebook 超过 50 分钟，很明显这是接触大量观众的最佳媒介。在皮肤记忆贴纸上有一个明确的行动呼吁，我们要求人们在 Facebook 上分享他们痣的照片, 使用记忆功能作为一种工具，年复一年地提醒人们他们的痣的进化。使媒体更加相关。为了快速分享我们的信息，我们得到了名人、有影响力的人，甚至卫生部长的帮助，他们用皮肤记忆贴纸在 Facebook 和 Instagram 上分享了他们鼹鼠的照片。 概要 皮肤癌是最容易避免的癌症。它可以在最早的阶段被发现。尽管如此，经过几十年的宣传活动，每 54 分钟就有一人死于皮肤癌。因为人们似乎只是忘记检查他们的皮肤。欧洲黑色素瘤是一个欧洲皮肤癌预防组织，它想提高人们的意识，但实际上也提醒人们什么时候检查皮肤。 结果 我们的信息被国家媒体和数字社区接收，从而在全国范围内传播。一周内，药店收到 100 张贴纸，并在社交媒体上传播。80% 的人私下张贴他们的照片，使其只对自己可见。其他 20 000 个帖子吸引了大约 400万人的观众。提高 facebook 观众的意识，更重要的是: 为人们产生成千上万的提醒来检查他们的皮肤。 活动描述 Facebook 有一个功能，向人们展示他们在一年前的这一天分享的照片: Facebook 的记忆。欧洲黑色素瘤决定使用这一功能作为提醒人们检查皮肤的工具。我们开发了一种透明贴纸，明确呼吁采取行动。它要求人们把它放在他们的一个痣上，拍一张照片并贴在 Facebook 上。整整一年后，Facebook 的记忆再次私下向他们展示了同一个痣。提醒他们再次检查鼹鼠。贴纸上显示了一个透明的网格，允许他们测量鼹鼠的确切大小，即使是在图片上。因此，多亏了皮肤记忆贴纸和 Facebook 众所周知的功能，人们可以逐年评估它的演变。这些贴纸在全国药店销售。影响者与追随者分享他们的痣，要求他们也这样做。 执行 该运动于 2017年4月12日发起。100 000 个皮肤记忆贴纸在全国药店分发。在接下来的一周里，14 名影响者、名人和国家卫生部长在 Facebook 和/或 instagram 上发布了他们的内奸照片。每篇文章都附有一条文字，鼓励读者在药店买到自己的贴纸，并在 Facebook 上分享。一周后，随着需求的增长，药店要求更多的贴纸。目前，欧洲黑色素瘤正在寻求打印更多的贴纸，但也在全球范围内推广这一活动。

        皮肤记忆

        案例简介：Strategy We wanted to reach people of all ages - because skin cancer can occur at any age. Since almost never check their skin but do spend an average of more than 50 minutes a day checking their Facebook, it was clear this was the perfect medium to reach a large audience. With a clear call to action on the Skin Memories sticker, we asked people to share a picture of their mole on Facebook, using the Memories feature as a tool that reminds people of the evolution of their moles, year after year. Making the medium all the more relevant. To rapidly share our message, we got the help of celebrities, influencers, and even the Minister of Health, who used the Skin Memories sticker to share a picture of their mole on Facebook and Instagram. Synopsis Skin cancer is the easiest form of cancer to avoid. It can be seen an detected in the earliest stages. Still, after decades of awareness campaigns, a person dies of skin cancer every 54 minutes. Because people just seem to forget to check their skin.Euromelanoma, a european skin cancer prevention organization, wanted to raise awareness, but also actually remind people when the time is right for them to check their skin. Outcome Our message was picked up by the national media as well as the digital community, resulting in nationwide reach. 100 000 stickers were picked up at pharmacies within a week, and spread on social media. 80 percent of people posted their picture in private, making it only visible to themselves. The other 20 000 posts reached an audience of about 4 million people. Raising awareness for a facebook audience, and more importantly: generating thousands of reminders for people to check their skin. CampaignDescription Facebook has a feature that shows people the pictures they shared on this day, one or more years ago: Facebook Memories. Euromelanoma decided to use this feature as a tool to remind people to check their skin.We developed a transparent sticker with a clear call to action. It asked people to put it on one of their moles, take a picture and post it on Facebook.Exactly year later, Facebook Memories shows them the same picture mole again privately. Reminding them to check the mole again.The sticker shows a transparent grid that allows them to measure the exact size of the mole, even on a picture. So thanks to the Skin Memories sticker combined with Facebook's wellknown feature, people can assess its evolution year by year. The stickers were distributed in pharmacies nationwide. Influencers shared their moles with their followers, asking them to do the same. Execution The campaign was launched on April 12, 2017. 100 000 skin memories stickers were distributed in pharmacies nationwide. In the week that followed,14 influencers, celebrities and the national Minister of Health posted a picture of their mole on Facebook and/or instagram. Each post was accompanied by a text encouraging readers to get their own sticker at their pharmacy and share on Facebook. After a week already, pharmacies were asking more stickers as demand was growing. Currently, Euromelanoma is looking to print more stickers, but also to roll out this campaign on a global scale.

        Skin Memories

        案例简介：战略 我们想接触所有年龄的人 -- 因为皮肤癌可以发生在任何年龄。由于几乎从不检查他们的皮肤，但平均每天检查他们的 Facebook 超过 50 分钟，很明显这是接触大量观众的最佳媒介。在皮肤记忆贴纸上有一个明确的行动呼吁，我们要求人们在 Facebook 上分享他们痣的照片, 使用记忆功能作为一种工具，年复一年地提醒人们他们的痣的进化。使媒体更加相关。为了快速分享我们的信息，我们得到了名人、有影响力的人，甚至卫生部长的帮助，他们用皮肤记忆贴纸在 Facebook 和 Instagram 上分享了他们鼹鼠的照片。 概要 皮肤癌是最容易避免的癌症。它可以在最早的阶段被发现。尽管如此，经过几十年的宣传活动，每 54 分钟就有一人死于皮肤癌。因为人们似乎只是忘记检查他们的皮肤。欧洲黑色素瘤是一个欧洲皮肤癌预防组织，它想提高人们的意识，但实际上也提醒人们什么时候检查皮肤。 结果 我们的信息被国家媒体和数字社区接收，从而在全国范围内传播。一周内，药店收到 100 张贴纸，并在社交媒体上传播。80% 的人私下张贴他们的照片，使其只对自己可见。其他 20 000 个帖子吸引了大约 400万人的观众。提高 facebook 观众的意识，更重要的是: 为人们产生成千上万的提醒来检查他们的皮肤。 活动描述 Facebook 有一个功能，向人们展示他们在一年前的这一天分享的照片: Facebook 的记忆。欧洲黑色素瘤决定使用这一功能作为提醒人们检查皮肤的工具。我们开发了一种透明贴纸，明确呼吁采取行动。它要求人们把它放在他们的一个痣上，拍一张照片并贴在 Facebook 上。整整一年后，Facebook 的记忆再次私下向他们展示了同一个痣。提醒他们再次检查鼹鼠。贴纸上显示了一个透明的网格，允许他们测量鼹鼠的确切大小，即使是在图片上。因此，多亏了皮肤记忆贴纸和 Facebook 众所周知的功能，人们可以逐年评估它的演变。这些贴纸在全国药店销售。影响者与追随者分享他们的痣，要求他们也这样做。 执行 该运动于 2017年4月12日发起。100 000 个皮肤记忆贴纸在全国药店分发。在接下来的一周里，14 名影响者、名人和国家卫生部长在 Facebook 和/或 instagram 上发布了他们的内奸照片。每篇文章都附有一条文字，鼓励读者在药店买到自己的贴纸，并在 Facebook 上分享。一周后，随着需求的增长，药店要求更多的贴纸。目前，欧洲黑色素瘤正在寻求打印更多的贴纸，但也在全球范围内推广这一活动。

        Skin Memories

        案例简介：Strategy We wanted to reach people of all ages - because skin cancer can occur at any age. Since almost never check their skin but do spend an average of more than 50 minutes a day checking their Facebook, it was clear this was the perfect medium to reach a large audience. With a clear call to action on the Skin Memories sticker, we asked people to share a picture of their mole on Facebook, using the Memories feature as a tool that reminds people of the evolution of their moles, year after year. Making the medium all the more relevant. To rapidly share our message, we got the help of celebrities, influencers, and even the Minister of Health, who used the Skin Memories sticker to share a picture of their mole on Facebook and Instagram. Synopsis Skin cancer is the easiest form of cancer to avoid. It can be seen an detected in the earliest stages. Still, after decades of awareness campaigns, a person dies of skin cancer every 54 minutes. Because people just seem to forget to check their skin.Euromelanoma, a european skin cancer prevention organization, wanted to raise awareness, but also actually remind people when the time is right for them to check their skin. Outcome Our message was picked up by the national media as well as the digital community, resulting in nationwide reach. 100 000 stickers were picked up at pharmacies within a week, and spread on social media. 80 percent of people posted their picture in private, making it only visible to themselves. The other 20 000 posts reached an audience of about 4 million people. Raising awareness for a facebook audience, and more importantly: generating thousands of reminders for people to check their skin. CampaignDescription Facebook has a feature that shows people the pictures they shared on this day, one or more years ago: Facebook Memories. Euromelanoma decided to use this feature as a tool to remind people to check their skin.We developed a transparent sticker with a clear call to action. It asked people to put it on one of their moles, take a picture and post it on Facebook.Exactly year later, Facebook Memories shows them the same picture mole again privately. Reminding them to check the mole again.The sticker shows a transparent grid that allows them to measure the exact size of the mole, even on a picture. So thanks to the Skin Memories sticker combined with Facebook's wellknown feature, people can assess its evolution year by year. The stickers were distributed in pharmacies nationwide. Influencers shared their moles with their followers, asking them to do the same. Execution The campaign was launched on April 12, 2017. 100 000 skin memories stickers were distributed in pharmacies nationwide. In the week that followed,14 influencers, celebrities and the national Minister of Health posted a picture of their mole on Facebook and/or instagram. Each post was accompanied by a text encouraging readers to get their own sticker at their pharmacy and share on Facebook. After a week already, pharmacies were asking more stickers as demand was growing. Currently, Euromelanoma is looking to print more stickers, but also to roll out this campaign on a global scale.

        皮肤记忆

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        Skin Memories

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