CeraVe's pre-Super Bowl influencer campaign nets 6B impressions

The skincare brand skipped the usual big game online playbook and instead leveraged more than 450 influencers to raise the question at the heart of its Super Bowl spot: did Michael Cera create CeraVe?

“It's one thing for CeraVe to say it, but it's way cooler when other people are the ones saying it,” said Adam Kornblum, senior VP and global head of digital marketing for CeraVe. “So, running an influencer program where others are doing the speaking instead of the brand was definitely the focal point of our Super Bowl approach.” 

CeraVe sought to build an “immersive storytelling experience” around its Super Bowl campaign in the weeks leading up to the Big Game, Kornblum said, and it got hundreds of influencer partners to play various roles in telling that story. In January, TikTok creators such as Haley Kalil, Hannah Kosh and Audrey Trullinger began sparking discussions around Cera’s possible involvement in the brand. 

Kalil filmed the actor signing bottles of CeraVe moisturizer at a pharmacy in Brooklyn, New York; Kosh highlighted Kalil’s video and shared theories about what Cera’s actions could imply; and Trullinger dug through a PR package of CeraVe products emblazoned with Cera’s face and signature—likely including some of the bottles Kalil caught him signing.

Full story at AdAge.