Hydrating the Algorithm
cliente
CeraVe
campaña
Hydrating the Algorithm
MARCA
L'Oreal
servicios
Conversación
Ver video
Desafío
Make CeraVe a memorable brand for Gen Z by attracting new consumers and switchers from other brands, despite being a slightly more expensive option.
In addition, we needed to exceed the previous year’s (2023) sales by 20%.
Solución
On social media, if you watch one skincare video, your feed gets flooded with the same thing. You go from curiosity to overwhelm. That’s why, instead of adding more dense content, we decided to hydrate the algorithm — entering with humor, freshness, and zero pretension.
We didn’t go for the usual beauty influencers, but rather for unexpected creators with real communities. They were given full freedom to talk about skincare unscripted, from real-life situations and with a natural tone. This way, CeraVe became part of the feed organically.
There were no huge logos or loud CTAs — because if it looked like an ad, it wouldn’t fit in. But if it felt authentic, it would. The content didn’t talk about the brand; it spoke from the brand. That was the key: we joined the conversation instead of forcing it. We bet on real creators, with no forced briefs — and it showed. The content didn’t just feel natural; it genuinely became part of what the audience wanted to see.
Views (65% of total campaign views)
ER in top content
sales in units FY 2024 vs FY 2023 (+56% above the target)
