CeraVe has gone “viral” in recent years thanks to people of all different backgrounds, all over the world sharing their love for the brand and its products, from cleansers to sunscreen to moisturizers. Loved by both dermatologists and Gen Z alike, CeraVe is the #1 dermatologist-recommended skincare brand in the US and also the #1 skincare brand on TikTok, with more than 4.4 billion views on the brand hashtag. In fact, a Piper Sandler study among teens in the US found CeraVe to be the most loved skincare brands in this age group.
With the explosive growth of TikTok and the many brands and personalities all vying for share of voice on topics ranging from #skintok to GRWM, CeraVe needed to defend its position as THE most shared and loved skincare brand on the platform.
Objective: Build buzz around the brand’s core moisturizer products to increase social share of voice globally and drive product sales.
Strategy: To grow buzz around the brand, CeraVe set out to do what got the brand where it is in the first place – engage its loyal fans – from dermatologists around the world to some of the world’s most-followed TikTok creators – to share how they moisturize with CeraVe and encourage their followers to do the same. Collecting the best “skincare secrets” from dermatologists around the globe, CeraVe enlisted these authentic brand advocates to share these insights and the importance of moisturization with their millions of collective followers. After all, sharing is caring.
CeraVe developed and executed four strategic pillars of the campaign to reinforce that CeraVe is Skincare You Want to Share:
CeraVe sought to drive buzz around its core moisturizer products, and the results, much like CeraVe skincare itself, are worth sharing.
The campaign drove a significant search spike, defending the brand’s position as the #1 most-searched brand on Google. In fact, website visits from over 35 countries nearly crashed the CeraVe website service, with a 3,000% increase in traffic – the most ever.
With this global impact, plus more than 200 million video views and the achievement of #1 share of voice among dermatologists at the AAD meeting, the results prove that CeraVe is the skincare everybody wants to share.
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