ariMarketing News
Saturday, July 26, 2025
Want Traffic?
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
ariMarketing News
No Result
View All Result
  • Marketing
  • Social Media
  • SEO
  • Entrepreneurship
  • AI
  • Graphic Design
  • Public Relations
  • Sales Conversion
  • Website Development
  • Traffic/Lead Generation
  • Videos
Home Entrepreneurship

How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

February 13, 2025
in Entrepreneurship
108 2
A A
0
21
SHARES
690
VIEWS
Share on FacebookShare on Twitter

While Super Bowl LIX was a winner for women-focused ads by Nike, the NFL and Dove, the large game was missing the “creative freshness and epic fun” that audiences and the ad industry have come to expect. In one other sea of celebrity-powered spots, there was nothing resembling CeraVe’s splendidly weird Super Bowl debut from 2024 — an award winner that informed the latest campaign from the L’Oréal skincare brand.

“We learned plenty of lessons coming out of ‘Michael CeraVe,’ and clearly it’s an especially hard campaign to follow up on. We didn’t want to do what was expected,” said Kelly Buchanan Spillers, global head of digital and social for CeraVe.

Instead of returning to the Super Bowl with a national broadcast industrial, CeraVe’s campaign for its recent Anti-Dandruff Shampoo and Conditioner, “Head of CeraVe,” began around the large game, utilizing an identical social- and influencer-led strategy to the one which helped “Michael CeraVe” garner an earned-media bonanza before the ultimate ad even aired.

“There was a lot to learn from ‘Michael CeraVe’ – it rewrote the marketing playbook. One of the largest lessons is the facility of speculation or a head-scratching moment (no pun intended), the enjoyment of a ride-along… of getting an immersive, unfolding brand story,” said Samira Ansari, chief creative officer at Ogilvy New York, over email.

“Head of CeraVe” was created, produced and executed by WPP Onefluence, led by Ogilvy PR. The campaign will culminate with an ad on Feb. 14 in the course of the “Saturday Night Live” fiftieth anniversary concert on Peacock, helping the brand tie into one other cultural moment in a landscape starved for four-quadrant media plays.

“The different levels of demographics that we’re actually able to capture with partnering with ‘SNL’ and their talent, in addition to all of our sports folks which might be involved in our campaign, allow us to almost hit all of our demographics from a 360-degree perspective, each online and on linear TV,” Buchanan Spillers said.

Stars constructing buzz

Video content intended to generate organic buzz across the campaign featuring TikTok personality Charli D’Amelio and NBA player Anthony Davis began rolling out last week. Finding top influencers who actually could use CeraVe’s recent product was easier than expected.

“You can imagine what the casting agents said to us once we said, ‘We want to only feature those who have authentic scalp issues or dandruff in our campaign. Please help us find someone that’s willing to discuss their dandruff,’” Buchanan Spillers said.

Davis — the perennial All-Star who was recently (and shockingly) traded to the Dallas Mavericks earlier this month — was a natural fit for the brand, in each his playful attitude and in his ability to put the brand in front of a brand new audience. D’Amelio has been featured in several CeraVe campaigns and is currently appearing in Broadway musical “& Juliet,” a gig with a wig that creates the “perfect environment” for an itchy scalp.

@charlidamelio my pre-show routine ☕️????????‍♀️????#CeraVePartner @CeraVe ♬ original sound – charli d’amelio

The effort also includes University of Connecticut basketball player — and certain #1 pick within the upcoming WNBA draft — Paige Bueckers. Bueckers was featured in a CeraVe campaign around pimples products last summer and provides a way to speak in regards to the brand’s therapeutic line that replenishes its namesake ceramides within the scalp for consumers without dandruff.

“We search for those who are already using our products and talking about us before we even reach out. It was very easy for us to scout these folks, find them and even suggest them to our talent team, because we found them posting about us first,” Buchanan Spillers said. “It makes it very easy to construct a relationship from there.”

Campaign content was tailored to each influencer, with D’Amelio’s videos showing a CeraVe shrine within the kind of videos on TikTok, the platform where she has the second-most followed account. Davis appears in content modeled after post-game interviews and contract-signing press conferences, while Bueckers’ video follows the conventions of sports documentaries — including a hair-stimulating helmet that nods to the LED therapy mask trend (sadly for Bueckers, the mask is only a prop).

A headbanger’s ball

“Head of CeraVe” was crafted with an all-encompassing channel mix in mind, with unique content and partnerships across YouTube, Instagram, TikTok and linear TV. Select retailers may also tie-up with the campaign after launch. The humorous video content allows CeraVe to proceed producing “medutainment” that seeks to address medical taboos in entertaining ways.

“I believe considered one of the thrill of creativity today is you could get after a brand moment in so many alternative ways. And they don’t all have to fit in a single perfect conceptual box,” Ansari said. “As long as you’re true to the brand and its services or products, that you simply work from a spot of credibility, there are such a lot of ways you possibly can lean into storytelling and engagement.”

The pièce de résistance for “Head of CeraVe” is a 60-second ad that can air throughout the “SNL” fiftieth anniversary celebration featuring stars Bowen Yang and Sarah Sherman as members of heavy metal power trio Naumôre Dandruf, alongside real-life dermatologist Dr. Dustin Portela.

The musical, rhyme-heavy spot demystifies CeraVe’s recent product and its ability to handle “druff stuff” that shakes loose in the course of the band’s headbanging (thankfully, the “dandruff” was actually broken potato chips). The spot was created alongside Yang, Sherman, “SNL” regulars Please Don’t Destroy and director Mike Diva and lands somewhere between “This is Spinal Tap” and “Wayne’s World.”

“We want to break the taboos of talking about dandruff, but how can we do that in a way that’s each ‘SNL’ and CeraVe?” Buchanan Spillers said. “We briefed them on all the things that we wanted to get across and the tone we wanted to hit, and what’s higher than an audio mnemonic: a heavy metal song.”

Read the complete article here

Subscribe to our mailing list to receives daily updates!

We won't spam you

Previous Post

DoorDash suggests a ‘Threesome’ in racy Valentine’s Day ads

Next Post

True Religion centers on authenticity for ‘Own Your True’ brand platform

Related Posts

How CeraVe built a $2B brand by blending education and entertainment
Entrepreneurship

How CeraVe built a $2B brand by blending education and entertainment

July 17, 2025
Pacsun spotlights mall culture for denim campaign targeting Gen Z
Entrepreneurship

Pacsun spotlights mall culture for denim campaign targeting Gen Z

July 16, 2025
Olipop’s new ads show how the brand is winning people back to soda
Entrepreneurship

Olipop’s new ads show how the brand is winning people back to soda

July 15, 2025
Sprite leans into Gen Z’s love for spicy flavors with global campaign
Entrepreneurship

Sprite leans into Gen Z’s love for spicy flavors with global campaign

July 10, 2025
How State Farm is stepping up its gaming-focused reality series
Entrepreneurship

How State Farm is stepping up its gaming-focused reality series

July 9, 2025
7 successful marketing campaigns that met 2025’s chaos with determination
Entrepreneurship

7 successful marketing campaigns that met 2025’s chaos with determination

July 8, 2025
Leave Comment

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

Latest Articles

Starry ties free soda to hot temps as extreme weather sways marketing

Starry ties free soda to hot temps as extreme weather sways marketing

July 25, 2025
3 stats from Google’s Q2 show how it is weathering advertising turmoil

3 stats from Google’s Q2 show how it is weathering advertising turmoil

July 24, 2025
Sociable: Inside YouTube’s new generative AI features for Shorts

Sociable: Inside YouTube’s new generative AI features for Shorts

July 24, 2025
Velveeta says ‘Respect the Drip’ for first major campaign in two years

Velveeta says ‘Respect the Drip’ for first major campaign in two years

July 24, 2025
VideoAmp builds momentum with Warner Bros. Discovery currency deal

VideoAmp builds momentum with Warner Bros. Discovery currency deal

July 24, 2025

Latest Marketing and Entrepreneurship news and articles from the most trusted sources, follow us to get the latest news and tips directly to your inbox.


Learn more

Sections

  • Artificial Intelligence
  • B2B Marketing
  • B2C Marketing
  • Content Marketing
  • Digital Marketing
  • Email Marketing
  • Entrepreneurship
  • Graphic Design
  • Mobile Marketing
  • Public Relations
  • Sales Conversion
  • SEO
  • Social Media
  • Traffic/Lead Generation
  • Uncategorized
  • Video Marketing
  • Videos
  • Website Development

Newsletter

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

  • Privacy
  • Terms
  • Press Release
  • Advertise
  • Contact

© 2022 ariMarketing - All rights reserved.

No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation

© 2022 ariMarketing - All rights reserved.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.