SkinCeuticals is leveraging mobile to help drive views of a video focused on educating consumers about the statistics around melanoma and prevention tips.

For every video view, SkinCeuticals will donate $1 to Melanoma Research Alliance. SkinCeuticals is funneling 20 to 25 percent of its budget for this effort to mobile, 25 to 30 percent to display, 15 to 20 percent to TrueView and 25 to 30 percent to social games.

"How consumers both access information online, and interact with brands has changed dramatically, so I think virtually any campaign without a mobile strategy is missing the boat to some degree,? said Michelle Wrubel, director of global communications and social media at SkinCeuticals. ?But for our brand and this effort in particular, we felt it was especially essential.

?Our customers are busy, and more and more of their media consumption is happening on-the-go via smartphones and tablets,? she said. ?In March alone, 36 percent of overall traffic to www.SkinCeuticals.com was from a mobile device ? our customers are adopting and engaging with our brand via mobile already.

?For this campaign it was clear that we need to communicate the important message of melanoma awareness with consumers where they are already spending most of their time. Mobile ads ensure that people, no matter how busy, will be reminded to prevent, protect and get checked.?

Skin health education
SkinCeuticals is a line of skincare products focused on improving skin health. The line is available online at SkinCeuticals.com and from skincare professionals.

The campaign was designed to drive awareness of skin cancer as it is timed to coincide with Melanoma Awareness Month, which is taking place in May.

The mobile ad mix includes mobile apps and mobile display ads in outlets such as NYDailyNews.com, NBC.com and Reuters.

The video will be available on the Web site http://skinceuticals.com/prevent as well as the brand?s Facebook page and YouTube.com channel.

The short digital video spot was developed with the idea of playfully educating consumers on the serious topic of skin cancer prevention and protection. It features celebrities such as Top Chef host Padma Lakshmi, fashion designer Rebecca Minkoff and NHL star Sean Avery.

Engaging video experiences
The video highlights facts such as that melanoma is the deadliest form of skin cancer, one person dies every hour in the United States from melanoma, more than 76,000 Americans are diagnosed with melanoma each year and that 99 percent of skin cancer patients survive with early detection.

SkinCeuticals is also sponsoring free, full body skin cancer checks throughout May at select Board Certified dermatologist offices across the country.

"The focus remains on providing an engaging video experience, but we will use strong call-to-action overlays to drive both attention for the overall campaign and traffic to a dedicated mini-site we?ve created,? Ms. Wrubel said. ?There the viewer can get more information through press releases, behind-the-scenes images, statistics, quotes and more."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York