CeraVe

The objective

Carnival on and offline

Carnaval in Brazil means partying in the streets – and also very hot days. A perfect opportunity to promote products that protect the skin from the sun, right? That was exactly the CeraVe's goal: the brand wanted to leave its mark at the street carnaval in São Paulo, surfing the moment to promote their new face moisturizer with SPF 50.

CeraVe already knew that TikTok was the right way to do this in digital. After all, the brand has been shining around the platform for a long time and understands like few others how to build authority and brand on the platform. The challenge this time was to integrate the app into a 360º campaign, which even included the distribution of gifts in the Carnaval blocks.

The solution

A tribute to the feelings

Integrating online and offline would require an effort beyond what CeraVe was already doing at TikTok. So, before partying with the community, the brand sat with the agency Mutato to develop a plan to engage, co-create and amplify, and also that made sense in and outside digital.

On TikTok, the entire strategy was driven by community behavior. CeraVe actively listened to users to understand how they could include their moisturizing lotion more genuinely and organically in conversations. And from this listening came the idea behind a Branded Mission: a tribute to the intense lovers, with co-creation between Cerave, TikTok, Mutato and the creator Ricardo Cubba.

The mission was an invitation for people in love to co-create with the brand using an original audio that had everything to do with their Carnaval or Summer Love. After all, who said romance needs to end along with the Carnaval streets?

To take part in the "More than a Summer Love" movement, they just needed to record a video with that original sound, using CeraVe's facial moisturizer, and posting with the official hashtag. Anyone who wanted could also use a custom Branded Effect to add an extra charm to the content – the first one done by a moisturizer brand in Brazil.

The Branded Mission goal was to stimulate the creation of native content, helping to amplify the product's reach. And to invite the TikTok community to the challenge, the brand used TopView ads, which took videos to a privileged position: on the opening screen of our app, for maximum visibility. Success here was well underway.

Then, to also shine offline, outside TikTok, CeraVe bet on a newer solution in our portfolio: Out of Phone, which integrates our app with out-of-home (OOH) media formats. With Out of Phone, the brand was able to take the contents of this same Branded Mission to the streets.

First, the videos were shown on big screens in the TikTok Carnaval Block in São Paulo. And then, with banners in OOH spaces spread across strategic points in São Paulo and Rio de Janeiro, such as airports and shopping malls. It was an unprecedented integration for the beauty category in Brazil.

The results

It's the Carnaval Glow on and offline

With a strategy of engaging, co-creating and amplifying with Branded Mission and Out of Phone, CeraVe was able to reach more than 34.5M people on TikTok alone during Carnaval. There were also, in total, more than 359M views in the campaign videos, which helped to bring the mission hashtag to the top 5 of the party.

Through TikTok Market Scope, our new audience insights platform, CeraVe also saw its audience grow along the funnel after the campaign. The audience in the awareness phase increased by 16%, while that in the consideration phase – already closer to buying a product – grew 65%. That means the brand now has even more people to reach in an upcoming action with Brand Consideration Ads.

All this reach and impact was reflected in the community's perception of the brand. According to a Brand Lift Insights Study, from data, insights and consulting company Kantar Insights, the TikTok campaign brought +16.4 incremental points in brand awareness and +11.2 incremental points in the association of the brand with hydration and protection.

Even the love for CeraVe has increased: the campaign around TikTok yielded +15.5 points in the Brand Love metric, an indicator of how significant a brand is for consumers. Overall, TikTok performed better than the two social networks analyzed in the study.

The analysis also showed that TikTok and OOH have a lot of chemistry: The combination made with the Out of Phone solution had a positive impact on all message association and motivation metrics (favorability and purchase intent). The combo was even the most efficient among the channels evaluated in defining the perception that CeraVe "has the ideal product for your skin", with +12.9 points of incremental lift.

In addition, the more than 700 videos took the brand a step higher in digital: The most successful content beat an engagement rate 6x higher than the Branded Mission benchmark. It was the top video of the whole month in engagement, with more than 1M likes. It was enough to take the content to the top 2 in share of influence and love posts, the best results in the history of the brand.

All of this means that the users reached by the campaign became not only more familiar with the brand, but also began to associate it more with the skincare world and became more attached to it. Not bad for a Summer Love, right?