CeraVe: Spread the Love Social Activation
CeraVe is a brand beloved by its users but virtually unknown to everyone else. CeraVe's growth has been fueled by endorsements from users who recommend it to others. Sampling has also been extremely effective because once someone tries CeraVe, they're likely to love it. We saw an opportunity to amplify these twin phenomena in the social space by activating those who already loved the brand to spread their love figuratively and literally by directing their friends and following to a site where they could experience the brand for themselves. The true creativity in this...