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➡️ Following on from a piece in today’s Brands&Culture newsletter (if you didn’t get it, why not?), about lighthearted humorous content, let’s talk CeraVe. 🧑🏼🦱 7 years ago speculation on Reddit about the connection between Michael Cera and skincare brand CeraVe resulted in a campaign in 2024. 🏉 Quite obviously leaning on the name, CeraVe dove in to the past created what was quite a genius series of events leading up to the main event; a 30 second ad in this year's Superbowl. In the run up to the main event, CeraVe worked with a number of influencers to plant fake news about Michael and CeraVe and that content alone saw over 6 billion impressions 🚀.  I love that CeraVe didn’t jump on a trend but looked back in time to capture that speculation and bring those wondering thoughts to current times. 🤔 The results of this campaign begs the question; is culture reliant on brands being speedy or is it about listening?

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Michelle Graves

Co-Founder & Chief Commercial Officer, Brands&Culture | Events and Publishing Expert | Sales and Commercial Strategy

2mo

As my elders often told me… you get smarter if you listen more…. So true.

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