How Drugstore Promoted Sun Cream to Young People with Provocative Awareness Campaign

Summary

Drogerie Markt wanted to promote its sun cream and raise awareness about the importance of sunscreen, so 24sata d.o.o created the native campaign #Striptease for Melanoma, consisting of three main pillars: a social video, an educational microsite and online banners.

Publisher/Agency: 24sata d.o.o
Campaign: Striptease for Melanoma
Brand: Drogerie Markt
Country: Croatia

Drogerie Markt wanted to promote their sun cream called “Sundance” to a younger population.

Mission

Drogerie Markt wanted to promote their sun cream called “Sundance” to a younger population, but also generally raise awareness about the importance of using sunscreen while being out in the sun.

KPIs

• 1,000 email pledges
• 100,000 campaign reach

Target audience

Young people (18-30 years). They live their life to the fullest and enjoy spending time at the beach, soaking up the sunshine.

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They are active and carefree, spending most of their days outside, not caring about health issues that can come from overexposure to sun.

Meet melanoma, one of the deadliest cancer types among young people. In Croatia, the melanoma mortality rate is 50% higher than the EU average.

Strategic approach

Ahhhh, the Sun. Young people really love sunbathing all day at the beach in the summer. During that time, they don’t care about anything, especially not about their health.

But, someone else also loves the sun. Meet melanoma, one of the deadliest cancer types among young people. In Croatia, the melanoma mortality rate is 50% higher than the EU average. The good side is, this is one of the easiest cancer types to prevent. All you need do is to inform and protect yourself.

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That’s why Drogerie Markt, a popular chain of retail stores, and The Healthy Cow portal, the leading regional health portal with over 330,000 unique monthly visitors and 130,000 Facebook fans started an awareness campaign about melanoma.

The solution was simple: #striptease for melanoma. 24sata d.o.o made a provocative awareness campaign to educate young people about melanoma.

Creative idea

The solution was simple: #striptease for melanoma. 24sata d.o.o made a provocative awareness campaign to educate young people about melanoma.

The campaign used three pillars of communication:

Targeted social video

Videos which 24sata d.o.o adapted to different gender and age of the target market. They used provocative and eye-catching videos on Facebook, which is the most popular social network in Croatia.

Educational interactive microsite:

The place where the whole campaign was anchored. The web was designed as an interactive infographic, with several key elements:

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- Striptease: A call to action at the top was an email pledge to striptease for melanoma and perform a regular self-check. Readers were also invited to leave their email address so they could receive monthly reminders for self-examination.

- Check: The infographic included simple instructions to help people learn how to perform a self-check.

- Protect: Readers could find out all about their skin type and protection through interactive quizzes (Topics: What’s your sun protection factor?, What’s your skin type?, Are you in a high-risk melanoma group?, Kids and sun exposure.)

- Test: Find a free professional skin cancer screening in Croatia via an interactive map.

Online banners:

Banners were used to further promote the campaign.

Platforms

The campaign focus was digital, and it used a custom interactive microsite hosted by The Healthy Cow portal, The Healthy Cow’s Facebook page, and online banners on the 24sata digital network of portals.

Content distribution and promotion efforts

An interactive microsite hosted on The Healthy Cow portal was the anchor of the campaign, while targeted Facebook videos (customised by gender and age group of the viewer) were used on The Healthy Cow Facebook page, and online banners on 24sata’s digital network of portals supported the campaign.

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Size of team involved

6

2,000+ people pledged to #striptease for melanoma and perform a self-check every month. The reminder newsletter had a 54% open rate.

Results

• The campaign reached 250,000 people.
• 2,000+ people pledged to #striptease for melanoma and perform a self-check every month. The reminder newsletter had a 54% open rate (2.4x more than average).

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

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