CANCER COUNCIL Campaign Concept Execution Plan

CONCEPT PROPOSITION

Concept I : “Preventing is better than curing”

IDEA SUMMARY
Respecting Cancer Council’s value to help drive people towards healthier and happier lifestyle, this concept encourages and brings awareness of the unexpected consequences from sun exposure.The influencers show how to use the product and giving tips on how to prevent oneself.

POSITIONING
The concept takes a stand on how the prevention of sun exposure is better than curing. The influencers selected will be the voice to bring awareness with skin protection guideline from Cancer Council Australia

TARGETING
This campaign aims to reach a broad general public of age ranging from 18-45 years old.

TARGETING STRATEGY & CHANNEL
Reaching broad audience through the influencers’ channels of different styles and personas: beauty, science, family or social.

Concept II: “Healthy Millennials”

IDEA SUMMARY
Millennials are impact-builder in the world. Their affinity for ttechnology and digital showcases a ‘lifestyle’ and being healthy is indispensable. Maintaining a work-life balance is important but so as sports, healthy eating and mental health. This concept highlights that being healthy is a holistic approach and these faces of millennials are influential to strive for the healthy lifestyle.

POSITIONING

As ‘millennials’ are time crunched, question cost and value, think digitally and crave connection, this concept takes a stand on how sunscreen is an essential item and indispensable for the lifestyle of of a healthy millennial

TARGETING
This campaign aims to reach a broad general public of age ranging from 16-35 years old.

STRATEGY & CHANNEL
Reaching audience through the channels of influencers who are the faces of “healthy millennials”.

DIFFUSION CHANNELS & KOL

Macro Influencer
Macro influencers are basically famous people or celebrities. They are most costly but are beneficial for large audience reach and high media value.

Micro Influencer
Micro influencers are more affordable and hold diverse reach. Their followers are not as high as macro-influencers but are niche. Micro influencers could generate cost-effective engagement.

User’s Review
User’s reviews are product review by ordinary people. Hey are the power to influence consumer’s decision. User’s reviews can also help with product keywords.