Gold
Use of Social Media & Influencers
Beauty
| Entrant: | Ogilvy PR, New York |
| Brand: | CeraVe Skincare |
| Title: | "Michael CeraVe" |
| Corporate Name of Client: | CeraVe Skincare |
| Client Company: | CeraVe Skincare |
| Client Company Global General Manager: | Melanie Vidal |
| Client Company Global Head of Digital Marketing, SVP: | Adam Kornblum |
| Client Company Global Director of Digital Strategy & Head of Influencer: | Allen Ortega |
| Client Company Global Senior Manager of PR: | Christine Alkhawam |
| Client Company Global Director of PR: | Maud Guerin |
| Client Company Senior Manager of PR for CeraVe US: | Niya Parikh |
| Client Company General Manager of CeraVe US: | John Reed |
| Client Company Head of Professional Marketing for CeraVe US: | Tom Allison |
| Client Company VP of Marketing for CeraVe US: | Jasteena Gill |
| Client Company AVP of Marketing for CeraVe US: | Katie Berman |
| Client Company Senior Manager of Social Media for CeraVe US: | Amanda Hoo |
| Client Company Assistant Global Manager of Advocacy & Influence: | Hannah Feldman |
| Client Company Director of Media for CeraVe US: | Najee Stephenson |
| PR Company: | Ogilvy PR, New York |
| Ogilvy PR Global Chief Executive Officer: | Julianna Richter |
| Agency President Ogilvy PR, Social & Influence: | Charlotte Tansill |
| Ogilvy PR NA Head of Influence: | Ansley Williams |
| Ogilvy PR Senior Influencer Strategist: | Olivia Prendergast |
| Ogilvy PR NA Head of Social: | Christine Cotter |
| Ogilvy PR Senior Vice President: | Vanessa Legutko |
| Media Company: | BCL |
| Consultancy Companies: | BPCM/Obviously |
| Agency: | Ogilvy, New York |
| Agency President: | Darla Price |
| Global Chief Creative Officer: | Liz Taylor |
| Creative Directors: | Alex Holm/Avi Steinbach |
| Creative: | Rachel Frederick |
| Senior Copywriter: | Aron Ramstedt |
| Senior Art Director: | Frans Ahlberg |
| Agency Principal Experience Designer: | Catalina Vela |
| Agency Senior Producer: | Regan Wallace |
| Agency Heads of Production: | George Sholley/Jessica Nugent |
| Agency Social Community Manager: | Victoria Masterson |
| Agency Account Supervisor: | Mia Kain |
| Ogilvy NA CCO & NA President: | Chris Beresford-Hill |
| Ogilvy New York Managing Director: | Tina Galley |
| Ogilvy New York Chief Creative Officer: | Samira Ansari |
| Ogilvy New York Social Associate Creative Director: | Victoria Treble |
| Ogilvy New York Associate Design Director: | Christina Hillman |
| Ogilvy New York Group Executive Producer: | Marisa Bursteen |
| Ogilvy New York Executive Group Director: | Liesl Lipford |
| Ogilvy New York Associate Director of Data Strategy: | Diana Budman |
| Ogilvy New York Account Supervisor: | Sally Gibb |
| Ogilvy New York Director Community Management and Engagement: | Kristina Prickett |
| Ogilvy New York Senior Vice President, PR: | Kappie Kopp |
| Ogilvy New York Influencer Strategist: | Yasmin Koo |
| Ogilvy New York Senior Social Strategist: | Ben Greengrass/Sakshi Kabra |
| Ogilvy New York Influencer Associate Director: | Sherri Schubert |
| Ogilvy New York Content Creator, Social: | Allison McIntosh |
| Ogilvy New York Program Director: | Alan Gutman |
| Ogilvy New York Director of Operations and Delivery: | Lisa Boyd |
| Ogilvy Healthworld New York VP Planner: | Carlos Dorenbaum |
| Production Company: | Prettybird |
| Directors: | Tim Heidecker/Eric Wareheim - The American comedy duo known as Tim & Eric |
| Executive Producer: | Suzanne Hargrove |
| Post-Production Companies: | Blacksmith/Heard City |
| Edit Facility: | Mackcut |
| Editor: | Ian Mackenzie |
| Music Production Company: | Lealand, London |
Description:
By creating an internet conspiracy that the brand was actually created by actor Michael Cera. But Michael isn't on social media.
So we orchestrated a multi-platform influencer-led campaign to spark a global debate. Then, the internet ran with it. For four-weeks, we were front and center in culture. 400+ influencers organically weighed in about the skincare conspiracy. While most Super Bowl commercials are the hero, ours was the culmination of a worldwide conversation with 15.4B impressions BEFORE the spot even aired.
A traditional campaign about dermatologists and ceramides would be ignored. We needed a way to use a celebrity while hero'ing dermatologists. So we created a multi-platform conspiracy that CeraVe was developed by Michael Cera (same name.. baby-soft skin... you get it...)
This breakthrough idea was risky– especially for a quiet skincare brand. CeraVe couldn't even announce it was in the Super Bowl.
So we changed the game and wrote a new social playbook. We created a four-week first-of-its-kind conspiracy. And because Michael isn't on social media, we orchestrated the conspiracy across social, initiating with four hero influencers. The brand committed fully, fighting back with owned-channels.
Then, the idea organically took off everywhere, going viral across TikTok, Instagram, X, and Reddit. It was meme'ed, debated on podcasts, there were 'Cera-spiracists'. It resulted in 15.4B impressions BEFORE the commercial even aired, with 195M+ Influencer Video Views and 5.5M+ influencer engagements.