CeraVe

The objective

The winning formula for marketing excellence

CeraVe, a skincare brand owned by L'Oreal, aims to provide accessible and effective skincare developed with dermatologists that is suitable for everyone, regardless of age, gender, sexual orientation, race, ethnicity, or ability. Their goal is to provide the best skincare ingredients at an affordable price point, while delivering the best results for their customers' skin.

CeraVe has an organic global TikTok account with almost 900,000 followers, where their content strategy focuses on education, skincare myth-busting, product features, dermatologist-led content, trends, and routines. They have also been advertising on TikTok since 2020, focusing on brand and creator-led paid campaigns on the platform but were looking for innovative new ways to partner and drive further brand fandom.

CeraVe decided to partner with TikTok Australia's For You Fest in 2022 to achieve several goals, including delivering key messages, demonstrating their commitment to diversity and skincare for all, and driving brand advocacy and love on TikTok. For You Fest is TikTok's biggest live event of the year, which brings together trends, creators, and the most talked-about TikTok moments of 2022. As the presenting partner, CeraVe had the opportunity to integrate themselves throughout the broadcast across all touchpoints. This sponsorship provided an opportunity for CeraVe to be at the centre of culture on TikTok and celebrate creators, communities, and content on the platform.

The solution

Reaching fresh faces through a TikTok content partnership

As the presenting partner of TikTok Australia’s For You Fest in 2022, CeraVe aimed to deliver a bespoke and customized campaign that aligned the brand with the event and showcased its commitment to diversity, simple and effective skincare at an affordable price, and dermatologist-developed products. The campaign's objective was to generate brand awareness and deliver key product and brand value messages.

The sponsorship delivered 100% brand exclusivity for CeraVe, making it synonymous with For You Fest. The integrated elements of the campaign included presenting partner and naming rights, broadcast livestream integration, in-app promotion, and on-ground presence. There were over 10+ pieces of creative produced for the campaign, including For You Fest CeraVe promotional ads, CeraVe brand creatives, and a promotion to win tickets to For You Fest.

CeraVe leveraged its pool of creators and ambassadors, including Michael Brunelli, Dr. Ryan De Cruz, Chloe Hayden, Tas & Allesia, and the Mesci Twins, in various in-show segments and creative executions. Their approach to working with creators focuses on diversity and authenticity, with dermatologists helping to drive credibility in their messaging.

The campaign was the largest and most integrated partnership that TikTok has ever run with a brand in the Australian market, involving partners across programming, marketing, content solutions, sales, marketing science, PR, and creator teams. Through this partnership, CeraVe was able to deliver its brand message authentically and align itself with the cultural moments and creators that could only be reached through this integrated execution beyond traditional ad campaigns.

The results

Clear complexions and even clearer impact

The Kantar Ad Effectiveness Study conducted to measure the campaign, revealed that CeraVe's sponsorship of For You Fest resulted in a significant increase in brand metrics. The study found a 10.7% lift in online ad awareness, a 12.9% lift in purchase intent, a 12.3% lift in brand favourability, a 13.4% lift in recommendation, and a 19.4% lift in brand affinity, all of which were tested at 95% significance.

The campaign exceeded expectations in terms of its scale, quality of delivery, and impact on brand results. The For You Fest sponsorship proved to be a great brand fit for CeraVe, resulting in positive brand reinforcements. Survey respondents agreed that the sponsorship effectively promoted CeraVe products and supported a great cause, providing a good way to connect with and promote to the target market.

The study also showed that the sponsorship had a stronger impact on the younger demographic, with survey respondents appreciating CeraVe's efforts to break into TikTok and work well with influencers. They also felt that the sponsorship brought the community together, supported creators on TikTok, encouraged fun, and gave artists a platform. The For You Fest sponsorship of CeraVe proved to be a highly successful and impactful campaign, utilising on and off-platform entertainment to drive impact for their business.