Marketing Purks

7.1.25

How Cerave Nailed 2024 Marketing

How Cerave Nailed 2024 Marketing

Izzie Donovan

Here at Marketing Purks, we love seeing brands take risks and push the boundaries of traditional marketing.

In 2024, Cerave did just that with their wildly successful campaign featuring Canadian actor Michael Cera. This campaign has been making waves across the skincare world, creating a buzz like no other.

The Odd Beginning: Michael Cera Walking Around New York with Cerave

It all started with a strange sight: Michael Cera, the actor known for his awkward yet lovable roles in Superbad and Juno, casually strolling through New York City. But here’s the twist—he was carrying bags filled with Cerave’s signature Moisturising Cream. Yep, you read that right.

At first, people were left scratching their heads. Why on earth was Michael Cera holding a bunch of Cerave products? Was this some new quirky film role, or was something else going on? Spoiler alert: it was all part of a brilliantly executed marketing stunt.

 

Influencers Get In on the Action

As luck would have it (or maybe it was planned), many influencers were in New York when Michael Cera was out and about. They started running into him, snapping pictures, and sharing the whole thing on social media. But here’s where it gets interesting: Cera was signing Cerave bottles and putting stickers of himself on them.

What followed was a flurry of posts from influencers tagging Cerave and asking, “What’s going on here?!” The mystery was real, and the internet loved it. Everyone wanted to know what the deal was. Was it a hidden ad? A viral stunt? It didn’t take long for the truth to come out: this was all part of a brilliant, out-of-the-box campaign.

 

The Brains Behind the Campaign: WPP Onefluence & Ogilvy PR

Behind this campaign was the powerhouse partnership of WPP Onefluence and Ogilvy PR in North America. These guys know how to make things go viral. They took the idea of celebrity endorsements and flipped it on its head. Instead of going for a traditional polished ad with an A-list influencer, they chose someone unexpected—Michael Cera—and let the whole thing unfold naturally. The result? A viral marketing moment that had people talking, speculating, and sharing content across social media.

By combining the mystery of Cera’s involvement with the power of influencers, they created a buzz that was 100% organic. It was a perfect storm of curiosity, humour, and influencers amplifying the message.

 

Why Michael Cera Was the Perfect Choice

When you think of a skincare brand like Cerave, you probably picture sleek ads with flawless models, right? Well, that’s not what Cerave went for. Instead, they tapped Michael Cera, known for his awkward, relatable, and unpolished public persona.

And that’s precisely why he was the perfect pick. Cerave has always been about simplicity and effectiveness, appealing to real people rather than just a glamorous ideal. Cera’s down-to-earth, quirky personality matched that vibe perfectly, along with the perfect surname for the job. This wasn’t about perfection but authenticity and showing that skincare is for everyone, no matter who you are.

How Cerave Nailed 2024 Marketing

The Results: A Viral Sensation

The result? Cerave saw a huge boost in brand awareness, with their Moisturising Cream getting more love than ever before. Influencers kept talking about it, fans kept sharing it, and the campaign became a cultural moment. By choosing an unexpected celebrity and letting the story unfold in real time, Cerave managed to create genuine excitement around its brand.

As a marketing agency, we can’t help but admire how Cerave took a simple skincare concept and turned it into a viral experience that got people engaged, laughing, and talking. It’s a perfect example of how to break through the clutter and make an impact.

Cerave’s Michael CeraVe campaign is an excellent reminder that sometimes, the best marketing doesn’t have to be traditional. By embracing humour, tapping into social media, and using an unexpected celebrity, Cerave made a massive splash in the crowded skincare market.

Want To See Your Brand Grow Too?

Ready to embark on your marketing journey with us?

Then, don’t hesitate to contact us today via phone or email – we’re enthusiastic about discussing your business requirements, and our team is here to assist you!

Want To See Your Brand Grow Too?

Ready to embark on your marketing journey with us?

Then, don’t hesitate to contact us today via phone or email – we’re enthusiastic about discussing your business requirements, and our team is here to assist you!

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