Gold
Creative Strategy
Use of Social Media
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:
How does CeraVe, a clinical skincare brand developed by dermatologists, become a global cultural phenomenon?
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.