CASA CERAVE
The integrated digital campaign highlighting a phygital brand experience
x
Task
New product range to be launched in 2022!
at hand
Objectives
Build awareness that translates into range trial and trust.
Increase GenZ and Zennial’s level of education about acne and how to mitigate its effects.
Generate engagement with target audiences, in a way that ties the online to the offline. Including UGC.
Tension to solve
How do we build trust in a new product range while educating our consumers, GenZ and Zennial that quickly zap across all type of content, in a way that grabs their attention and is actually meaningful for them?
Our Solution
Integrate the range as seamless as possible in a hot topic for our consumer in a way that reinforces the connection they have with the brand, by diminishing digital barriers.
Acnee doesn’t only scar GenZ and Zennial’s faces, but their feeling of self-esteem and of fitting in with their groups of friends, too.*
CeraVe needed to normalize the discussion around the effects of acne and convey as much body positivism as possible!
*https://pubmed.ncbi.nlm.nih.gov/35869826/
*https://www.dovepress.com/assessment-of-anxiety-and- depression-in- patients-with-acne-vulgaris- in-peer-reviewed-fulltext-article-CCID
Insight
Key Visual
Communication Strategy
PHASE 1: Creating anticipation for the event and attracting participants
Events and happenings: we have organized several sampling campaigns in university campuses in Bucharest, with dermatologists participating for free consultations.
PHASE 2: Turning the 4 days of event into the topic of the day for the target
Instagrammable approach: participants could find different installations that they could also pose with for their Instagram accounts.
PHASE 3: Advocacy
Social Media: in addition to the content developed specifically to amplify the CeraVe House, we had a community engagement component in the Facebook groups of the Universities.
Digital PR: Influencers and dermatologists amplified the campaign message within their communities.
Promo: We also incentivised UGC through a digital promo component. Consumers who created Real Time content and distributed it online would enter a giveaway and could win products for 1 year complete acne skincare routine.
PR: Influencers and dermatologists visited the space and generated content that they amplified within their communities.
Channel mix: Digital, Social Media, Targeted Activations, Brand Events și Digital PR (influencers and medics)
How we did it: Phase 1
announcing the event
Campus Samplings Free Consults in Universities BebeTei Meetup with derms
We’ve hyped the campaign through a series of physical events, Flyer
but also in Social Media through Universities’
facebook groups and Insta-stories.
Facebook group post Story
And we topped everything else in Phase 1 with a PPC component.
Meta Carousels
Meta Ads
PPC
PPC
Snapchat ads
Phase 2
The CeraVe House
Museum of Confidence
The place where we sensorially transformed various digital mechanics to contrast social media beauty ideals and came up with messages of body positivity
Click to watch experience movie
5 areas, 1 phigital journey
BOOST AREA
LEARN AREA
UNDERSTAND AREA
DISCOVER AREA
SHARE AREA
Understand Area
We immersed the participants into the experience through video content and live explanations.
Click to Watch
Boost Area
And then literally changed the perspective so the participants could create engaging digital content.
Anti-Gravity Cerave Room
Learn Area
Visitors could learn more about acne from specialists. Both IRL and digitally.
Click to watch some of the videos
Discover Area
“Listen to your skin” experience with educational and inspiring metaphorical messages.
Appreciation messages for your skin as a response to its needs.
to listen to
skin
Click
your
Share Area
5th area, the one that helped them share a more positive acne story online
Medfluencers were instrumental for our campaign
Pre-event
During the event
+18 more Social Media materials created by derms, thorough the campaign
Pre-event During the event
watch
watch
watch
watch
and GenZ influencers made sure we reach our target
Click to
Click to
Click to
Click to
But the deal was sealed when they teamed up!
Post-event Click to watch Click to watch
How we did it: Phase 2
Derm Real-time SM content
Influencer content
And we’ve maxim ized the content we could generate in digital
UGC
by leveraging the influencers and derms to offer 10 packs of 1 year worth of skincare routine to everyone that spreads the positive message of the campaign!
+121
UGC
And they did! more
How we did it: Phase 3
to educate
Media. Influencers in TikTok duet with dermatologists Click to watch Click to watch
We’ve continued
through Social
Click to watch
Including content created for the experience, but cut shorter so everybody could access it on Instagram and TikTok!
PRE-EVENT 20k sampling kits offered alongside 2k event flyers 3.3 millions Digital PR Reach Casa CeraVe: ~ 600 participants in 32 hours, during the 4 days x Results CASA CERAVE 116 free consults @ Casa CeraVe 16 hours of specialist talks @ Casa CeraVe 130 UGC real-time posts from Casa CeraVe MEDIA 4 M Impressions 225k Total Reach 14k Clicks 655k Video Views PR 186k Total Reach 13.6k engagements SALES ~ x2 sales growth in category, YTD NOV 22 Earned relevant market share
