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The Genius CeraVe Campaign That Captured Hearts

The Genius CeraVe Campaign That Captured Hearts

Content marketing can be challenging, we all get that. That’s why it’s important to differentiate yourself, and find new ways to reach audiences with creative content marketing ideas.

Enter CeraVe, the popular line of skin care products that took it next level with a unique partnership made possible by thinking outside the box. Their approach was to find a way to break through all the clutter, have fun, and associate their name with success. Skincare has become huge following the rise of self care and the number of growing beauty influencers all around the internet, but CeraVe knew they had to level up. 

So who did they turn to?

Michael Cera. Now, we know that Michael Cera is not in any way, shape or form, a beauty influencer. Nor is he a celebrity that puts himself out there to be a beauty guru or enthusiast. But his name is absolutely perfect!

Cera? CeraVe? Truly a match made in heaven.

The CeraVe Campaign

On January 22, the actor was found signing CeraVe bottles at a local Brooklyn drugstore and was being photographed by “paparazzi” as he was handing out products of the brand. A few days later, he went on a podcast saying the Cera on the brand name was coined after him and not the ceramides that the brand usually highlights to be the good ingredient they always have in the products.

Early February, a dermatologist, Muneeb Shah, DO, (who is also a CeraVe partner) released a video confronting Michael Cera and his lack of skincare knowledge. The day after which, a commercial dropped highlighting Michael Cera and “his” moisturizer. It would be so much better if you checked it out yourself! So here’s the video.


What makes this even funnier is CeraVe does not claim any of these are true. They said the moisturizer bit was something Michael paid for himself and even put up actual Instagram posts denying Michael’s association to the brand. Then, they eventually let up and announced that this was all just a campaign (a genius one, may we add) and it showed up at the Super Bowl. Spoiler alert: Everybody loved it.

Today, Advertising is Content Marketing 


Nowadays, a lot of brands rely heavily on silly, goofy, and relatable skits or concepts to appeal better to the younger crowd. This also gives an effect of being human and accessible to the overall market. Which is why it might be so out of pocket, but the Cera x Cerave campaign did numbers!

The campaign definitely sparked a lot of viewers, and got a lot of people to laugh at how weird the whole thing was – but hey! It worked! This really gets us to think about how advertising and marketing today has changed so much over the years. Beauty and Skin Care isn’t exclusive to the clear and conventionally pretty faces, clothing can be worn throughout all genders and identities, and not everything needs to be glamorous and perfect to be desirable.

So the question is – how can you improve your online presence and content marketing? It doesn’t have to be perfect. It just has to be fun and/or informative. Read on for more.

The CeraVe Campaign, developed with Dermatologists. Not Michael Cera.
CeraVe is developed with Dermatologists. Not Michael Cera.

What Every Small Business Owner Can Learn from the CeraVe Campaign

The CeraVe campaign featuring Michael Cera offers several insights into effective content marketing strategies:

  1. Celebrity Endorsements: Leveraging a well-known celebrity like Michael Cera can help draw attention to your brand. But not everyone can afford to do this, so who in your own company can you potentially turn into a credible and trusted spokesperson?
  2. Audience Alignment: Michael Cera’s image as an approachable, down-to-earth actor. And that aligns well with CeraVe’s target audience, which includes people seeking accessible skincare solutions. Matching the celebrity to the brand’s values and target demographic enhanced the effectiveness of the campaign. So ask yourself: how does your business align with your audience? What values (like integrity) can you communicate that will get people to do business with you.
  3. Engaging Content: The campaign included engaging content, such as videos or social media posts featuring Michael Cera, that captured the audience’s attention and encouraged interaction. You can make this kind of content too.
  4. Multichannel Approach: Notice that this campaign utilized numerous social media channels – and ultimately ended up on TV. They built momentum over time, and didn’t just launch one ad or one piece of content. Instead, they stacked this content over the course of the compaign for maximum impact.
  5. Storytelling: Effective content marketing always, always, involves storytelling. Whether through commercials, blog posts, or social media content, telling a compelling story about your company and its products will captivate your audience and leave a lasting impression.
  6. Consistency: Consistency in messaging and branding helps reinforce your impact. By consistently featuring Michael Cera across various marketing materials and channels, CeraVe  reinforced its brand identity and messaging – with very simple messaging that was unique and fun. You can do stuff like this too.

Overall, the CeraVe campaign demonstrates the importance of aligning with the right celebrity, creating engaging and authentic content, utilizing a multichannel approach, and maintaining consistency in messaging to effectively connect with and resonate with the target audience in content marketing efforts. Use this blueprint in your own content marketing, and watch the results roll in.

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