🟨 CeraVe: The More You Look, the Less You See
Did Michael Cera really found CeraVe...
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Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Do you know how many commercials aired during the Super Bowl game this year?
59 ad commercials.
And each ad spot costs $7 million. The NFL is no doubt smiling to the bank. But it was also a win-win for the brands, as the Super Bowl 2024 is the most-watched telecast in U.S. History with over 123 million viewers.
CeraVe, the skincare brand was gearing up for its first-ever Super Bowl ad, and they wanted to shake things up. Instead of just posting a teaser or sharing the full commercial on social media, they decided to get people talking by teaming up with several influencers. The burning question on everyone's mind: Did Michael Cera actually create CeraVe?
It all started with the lead up to the Super Bowl game where Michael Cera, an actor (you have probably seen him in Barbie and Arrested Development) was photographed with some CeraVe skin-care products.
Haley Kalil, creator posted a video of Cera at a pharmacy, where he was writing his first name on CeraVe products. During an interview with Bobbi Althoff, the podcaster asked Cera if he was behind the brand. Rather than answer the question, he walked off the set.
This prompted CeraVe to clarify in an Instagram post, denying claims of Cera’s involvement. Some influencers also posted paid apology videos to clear up any confusion about whether Cera created CeraVe. Dr. Shah, a dermatologist posted a TikTok questioning Cera about his skin-care expertise.
Some days to the game, a website featuring Cera and the tagline “Human skin is his passion” was rolled out. And a teaser for CeraVe’s first-ever Super Bowl commercial was released.
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The ad commercial features the actor saying, “You see, my name is Cera, and so it's a perfect crossover opportunity," to a board room full of CeraVe dermatologists.
CeraVe’s Super Bowl ad is an example of Influencer Marketing Campaign. As of last Wednesday before the Super Bowl, the campaign had already generated 6 billion impressions.
After the ad aired, searches for "cerave owner" increased by 1350%. The ad scored 65.5% positive emotional responses from viewers, which is the second highest. The Cerave ad tops the ranking of most effective Super Bowl 2024 commercials.
🍉 Action Points
Create mystery and curiosity - The question about Michael Cera possibly being involved created a sense of mystery and controversy. CeraVe strategically used this ambiguity to keep people talking, leading to increased interest and speculation about the brand.
Humour and the crossover opportunity - The Super Bowl ad itself used humor and the crossover opportunity with Michael Cera's name to create a memorable and engaging commercial. This integration probably contributed to the positive emotional responses from viewers and the effectiveness of the ad.
Leveraging the Super Bowl platform - CeraVe decided to advertise during the Super Bowl for the first time, taking advantage of the big audience to maximize brand exposure and impact.
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