Supergoop! Philanthropic Campaign
The Idea
The Supergoop! philanthropic partnership with the Melanoma Research Alliance will bring awareness to the harm of Ultra Violet rays. May is Melanoma Awareness Month and Supergoop! will launch the 'Stay Sun Safe' campaign.
For the fifth month of the year, Supergoop! will be donating 5% of each sale to the Research Alliance throughout the “Staying Sun Safe” campaign. Furthermore, the brand will be releasing a limited-edition, new line of SPF products that showcase the black, melanoma cancer ribbon. Another aspect of the campaign is a pop-up hosted by Supergoop! on May 25th, located in Los Angeles, California.
Supergoop! x Melanoma Research Alliance
Supergoop! is changing the SPF industry by revolutionizing what it means to take care of skin. Founded in 2007 by Holly Thaggard, Supergoop! has over 15 years of experience and has become one of the leading brands in skin protection. Supergoop!’s mission is to “change the way the world thinks about sunscreen.”
The Melanoma Research Alliance is the largest non-profit organization dedicated to melanoma and has raised over $150 million and donates 100% of collections to research.
Social Media Audit
Supergoop! utilizes the social media platforms, Instagram, Twitter, TikTok, and Pinterest. Additionally they post to their blog, The Bright Side. A social media audit was conducted to inform the analysis and reports on engagement, type of content, responsible party and measurement.
It is recommended that Supergoop! increases their presence on social media, incorporates a consistent uploading schedule tailored for each platform, and modify content accordingly to increase overall engagement and brand sentiment to facilitate the campaigns success.
PESO Strategy & Content Calendar
A number of different strategies will be implemented that correspond with the Paid, Earned, Shared, and Owned aspects of a public relations approach. Examples of this include recruiting influencers to promote the pop-up event, receiving a feature in different magazines and more.
A content calendar was made to outline when each aspect of the PESO model will be used.
Central Message
Melanoma is the most common, and preventable, form of cancer in the US. The majority of melanoma is caused by exposure to UV radiation. The link between sun-exposure and melanoma makes practicing year-round sun safety imperative. Implementing SPF into your
routine is a vital step in preventing sun damage and reduces your risk of developing melanoma. Prioritizing your skincare should not mean sacrificing comfort or aesthetics, our products are designed to harmonize sun safety and feeling comfortable in your skin. This campaign is meant to encourage early screening and treatment of melanoma so that cases of this can be reduced.
The Execution
A mock up for the first 14 days of content allows the campaign to be announced and continue gaining traction throughout the month of May and the days leading up to it. With each post, a new part of the campaign is revealed.