Case Studies

CeraVe

How CeraVe broke out the skincare bubble to spread the word of cleanliness among TikTok community

CeraVe | TikTok for Business Case Study cerave logo
3.2 x
more impact on Brand Love vs. channel with higher impressions share*
* The "Social Media" channel accounted for 58% of impressions vs. 37% of TikTok
12.1 pts
lift in Online Communication Recall
8.4 pts
lift in Purchase Intent
The Objective

Reach new audiences on TikTok


Those who already have the habit of using products to keep their skin clean and healthy should also know CeraVe. The L’Oréal brand has taken a leap in popularity in the last 4 years, becoming one of the favorite brands of those who are most connected to the world of skincare.


But even though it won the skincare community, CeraVe had a challenge in its new campaign: to break out the bubble, expand the audience and win new consumers from outside it.


The Solution

Creators to break out the bubble


If the idea was to break out the bubble, they needed to go over the skincare content. CeraVe needed a strategy that conveyed value to more people and, of course, also showed variety. That is, they had to explore other TikTok territories and still think and be TikTok First among creatives.


To do this, the brand had a little help from other TikTok experts. Yes, we are talking about creators from outside the skincare community, who could take, differently, the CeraVe proposal as a solution for all skin types.


Working with the agency Spark, the brand recruited creators such as @ellenmilgrau, known for cleaning content (home cleaning, not skin), and @vivicake.real, famous for its realistic cakes in formats that are… unusual. The idea was for these creators to show their specialties at different times, but highlighting that they also need help from a skin expert when it comes to skincare.



The result? There were videos about skincare, of course, because the campaign had to make it clear that CeraVe delivers a face and body cleansing routine. But there was also cake in the format of the products, in addition to other content with the brand inserted in new contexts beyond skincare.



To amplify the reach of the creatives, the campaign relied on the high impact of TopView and Top Feed, which took the videos to the top positions of the feed – there were three TopView ads in just two weeks, to escalate the message! In-Feed Ads helped sustain the message and also to generate more consideration for the brand's products.


The agency Mutato was responsible for CeraVe's campaign planning and media.


The results

A campaign of millions of views


The TikTok campaign was a ratings success! There were 73 million impressions of creators' content, conveying the message to even more people.


A Brand Lift Insights study, from the data, insights, and consulting firm Kantar, showed that this visibility helped move the brand-building metrics CeraVe needed. The analysis evaluated the impact of the campaign across all digital channels used, and revealed that our platform impacted several of the main ones – from Awareness to Purchase Intent and Equity Numbers.


TikTok's biggest highlight was its Brand Equity metrics. Our platform had much more impact than the channel with the highest percentage of campaign impressions, identified in the study as "Social Media". That is, the brand's content had a much greater effect on the feeling people have about it, even with a smaller volume of impressions:


  • "Brand Love": 3.2x more impact vs. channel with higher impressions %

  • “Meets Needs": 3.3x more impact

  • "Sets Trends": 9.9x more impact


But it does not mean that the effect of the campaign on TikTok in regards to recognition, motivation and message association was little, because it was not. The campaign resonated a lot among those who were impacted by it on TikTok, greatly influencing how people see CeraVe:


  • +12.1 points in Online Communication Recall

  • +8.4 points in Purchase Intent

  • +16 points in "It is a brand with products that repair the protective barrier of the skin"

  • +13.5 points in "It is a brand with a unique MVE technology + 3 essential ceramides"

  • +13.2 points in "It's a brand that provides a cleanser that moisturizes your skin"


And these increases were not only among women, who are the largest audience of the brand. The data also pointed to a trend of improving men's perception of CeraVe products – a sign that the campaign has really helped to go further.


See how efficient work with creators can be the key to your brand break out its bubble? Along with an accurate media strategy, your brand can achieve even better results. Let's test it too?

* Study carried out between March 25 and April 12, 2024 (3 weeks). Respondent profile: men and women aged 18 or over; ABC SEL - National; non-rejectors of body and body cleansing products (402 respondents). These results refer exclusively to the impact of this campaign on the CeraVe brand considering the time and scenario where it was broadcast. 90% confidence interval used in statistical tests.