Cancer Research #OwnYourTone Campaign

CASE STUDY 3 – Website URL: https://www.cancerresearchuk.org/about-cancer/causes-of-cancer/sun-uv-and-cancer/own-your-tone

Site overview: Cancer research created a page on their current existing website. They created the webpage for the Own Your Tone campaign. It features videos, news articles, blog posts and tips on how to own your tone and protect your skin. The webpage also features a feedback section. Here Cancer Research are asking any users to leave a comment on how to help them improve their site.

How does the site engage their audience? (3 examples):

· Cancer Research have many different social media profiles and a main way they stay connected with their users is by having their own hashtags. People up and down the country were asked to take pictures of their natural skin tone and post them online using the hashtag #OwnYourTone.

· Cancer Research also have a blog featured on their website. Using this they post frequent content on how to protect your skin from UV damage and how get a tanned look safely.

· A prize draw also took place. Participants were asked to complete an anonymous survey. The survey was a way of spreading the #OwnYourTone campaign, with users taking part in order to win the £100 ASOS voucher.

How does the site get users linking/participating? (3 examples):

Cancer Research released a hashtag #OwnYourTone, their aim was to get woman to take selfies (photos of themselves) with their natural skin tones. Cancer Research also feature a blog on their website which teaches users how to protect their skin. It contains tips, videos and various information sheets. Users have the ability to comment and share any posts with fellow friends – they can share onto social media platforms like Facebook and Twitter. Instagram also played a big part in the #OwnYourTone campaign, woman worldwide where posting their selfies here. Using Instagram to post their photos created a chain reaction with other woman keen to step in and join the challenge.

Evaluate the success of the site (use the social media platforms statistics

tools, if available):

The own your tone campaign was really successful. Women worldwide stormed the internet to post their makeup less selfies. Cancer Research posted videos onto their YouTube for the own your tone campaign. These videos were posted to an audience of 103,699 subscirbers.