While acne is among the most common skin conditions globally, it is also one of the most misunderstood, in part due to the untested hacks and unsubstantiated advice circulating on social media. This misinformation has potential to spread very quickly with today’s social obsession with skincare, seen through popular social communities like #SkinTok on TikTok and /SkincareAddicition on Reddit. As a result, many acne sufferers are mystified by the condition and lack the knowledge of how to properly address it.
As the #1 dermatologist-recommended skincare brand in the US, the #1 mass dermocosmetics skincare brand worldwide and one of the most talked about brands on social media, CeraVe holds both the medically backed expertise and the viral popularity needed to simultaneously capture the attention of millions around the world and arm them with proper skincare education.
Objectives:
Infusing dermatologist expertise into thumb-stopping content has become the cornerstone of the brand’s marketing strategy, with several successful “Like A Derm” campaigns that use digital content to teach consumers how to care for their skin like a dermatologist would under its belt, including Cleanse Like a Derm and its SPF campaign, Face It Like a Derm. Acne’s prevalence makes it universally relatable and highly discussed online, so CeraVe tapped its Agency to make it the focus of its newest “Like A Derm” campaign.
To make this the most impactful “Like A Derm” initiative yet, the brand timed its activation to align with back-to-school, just as its target Gen Z audience was settling back into routines, including those of the skincare variety. Heading back to school also means encountering many acne triggers, such as changes in the season, schedule, stress and hormones, as well as marks a time with increased self-awareness on appearance, leading many young consumers to scroll for solutions.
To generate the biggest social conversation around CeraVe Acne products to date and spread science-backed education to the masses, CeraVe admitted some of the most-followed influencers from around the world to its biggest-ever event: CeraVe Acne Academy. Held in New York City, Acne Academy welcomed more than 350 influencers from 25 countries back to school to learn about acne and share their newfound knowledge with their 1.5 billion collective followers – helping them to Clear It Up Like a Derm.
Upon arrival, students were immersed into a content-worthy CeraVe school, complete with an official school crest, skincare trophy cases, lockers, school flags, a larger-than-life locker shelfie moment, branded cafeteria and auditorium, and thematic classrooms. The Academy grounds were designed to be shared, serving as the perfect backdrop for the thousands of pieces of content captured on-site.
To ensure the content being shared was as educational as it was fun, CeraVe kicked off the day with an assembly, where students heard from top dermatologists including Dr. Muneeb Shah and Dr. Mamina Turegano who debunked acne misconceptions and shared acne care tips. They also heard from TikTok sensation and brand partner, Charli D’Amelio, who shared a personal look into her acne journey.
It wouldn’t be a CeraVe content campaign without one of TikTok’s top creators – viral illusionist Zach King. In addition to creating content for the campaign, King attended Acne Academy to perform his first-ever, live magic trick in front of the students, creating a piece of content for the campaign and encouraging students to get creative with their own Acne Academy posts.
In their classes, the influencer students enjoyed music class with viral hit makers, The Gregory Brothers, a gym class where they kicked acne myths to the curb, art class where they painted acne journey murals, and a CeraVe science class. Each class was led by dermatologists, giving attendees the knowledge they needed to pass to their followers so they too could ace acne care and #ClearItUpLikeaDerm.
As students graduated Acne Academy, CeraVe saw best-in-class results!
Overall, the Clear It Up Like a Derm campaign set record-breaking marks for CeraVe Acne reach, helping the brand graduate to a new level of campaign execution…with honors.
