Objectives

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 and Execution

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.

Execution:

CeraVe developed and executed four strategic pillars of the campaign to reinforce that CeraVe is Skincare You Want to Share:

1. CeraVe paired the #1 influencer among teens, Emma Chamberlain, who was already an authentic brand fan, and some of the most followed dermatologists with the king of magical content and the #6 largest TikTok creator, Zach King, to create thumb-stopping, disruptive content to anchor the campaign.
2. CeraVe hosted a digital content creation factory at the American Academy of Dermatology annual meeting, mobilizing an “army” of the most influential dermatologists to create educational content on-site at the conference, lending third party credibility and driving brand love among their followers..
3. In conjunction with the meeting, the #1 dermatologist on TikTok, Dr. Muneeb Shah, hosted a global livestream event for consumers, media and influencers to drive mass moisturization education in countries around the world.
4. All content was supported through strategic media buys on TikTok and beyond, around the world in unison, for maximum impact, including TikTok takeovers in 25 counties.

Results

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.

• Canada experienced a sell-out surge with 23% growth in March and 28% growth in April.
• CeraVe became the #1 L’Oréal Brand on Amazon in the body category in the brand’s top 5 largest European markets
• CeraVe became the #2 emollient brand in Spain, with 8.3 market share – up from 4.3%
• Turkey broke records with the most units ever sold from in a single day
• Israel saw a 35% increase in sell out in Superpharm both online and offline
• Became the #1 brand in the derm cosmetic market in Panama
• Mexico made history, driving 1 million units sold

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.

Media