How CeraVe tapped into a multi-phase Super Bowl campaign

CeraVe, a skincare brand in L’Oréal’s product portfolio, built a three-week digital Super Bowl campaign, achieving nine billion views before the actual game by tapping into a collective cultural moment.

CeraVe, the skincare brand owned by L’Oréal, developed a multi-stage campaign in anticipation of Super Bowl LVIII, earning nine billion views before the game’s actual airing.

More specifically, it partnered with actor Michael Cera due to the humorous nominative resemblance and, rather than launching only one Super Bowl ad, divided the campaign into the following three stages:

  • Influencer-driven interviews and staged photos that stressed Cera, not dermatologists, is credited with creating CeraVe;
  • Dermatologists in the second stage addressed this speculation and clarified they were the ones collaborating with CeraVe since its inception;
  • A Super Bowl ad in which Cera says...

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