Background
Testicular Cancer NZ is a New Zealand based organisation focusing on raising awareness of testicular cancer and educating men on how to check for symptoms.
Testicular Cancer NZ and FCB Media created a highly shareable campaign encouraging people to create giant penis shapes using GPS tracking software. The campaign was to increase awareness of the most common form of cancer in men aged 15-39 in a fun and engaging way.
Objectives
Secure coverage for the campaign and accompanying images
Increase engagement in the campaign
Increase shares of the campaign
Increase awareness of Testicular Cancer NZ
Strategy
Viral Seeding put together a strategy which consisted of outreach to relevant high-traffic websites and blogs.
Researching and putting together an extensive list of target websites
Drafting an outreach template which included key campaign information
Individually contacting blogs and websites to sell in the story
Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video
Daily reporting and final project evaluation
Campaign Results
19 pieces of coverage secured, reaching over 240,000,000 people
Coverage secured on national websites including The Sun, The Mirror and BBC News
Coverage secured on massive web culture sites including Ladbible, Smash and AskMen
Coverage secured on Ladbible's Facebook page to over 24m likes
Highlights & coverage
Reference links
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