CeraVe

Objective

CeraVe is a dermocosmetic brand specialised in skincare products that usually drive viral discussions on TikTok. To boost their virality on the platform, they ran several media campaigns to identify best practices for their future campaign activations.

Solution

CeraVe, in collaboration with Publicis Média France, activated for their campaigns a Brand lift Study meta analysis to evaluate the benefits of applying TikTok Media Brand Basics in terms of awareness impact.

TikTok Brand Basics are a set of 4 foundational principles aiming to reach the best performances possible for your branding campaigns on TikTok:

• Run your campaign for a minimum of 3 weeks

• Push Frequency to 2x/week

• Bundle In Feed Video with a Premium Ad Format

• Leverage a mix of creatives with a minimum of 3

The CeraVe study highlighted 2 campaigns with impressive results

Results

CeraVe secured an impressive x2 on brand lifts metrics after respecting brand basics guidelines (compared to benchmark of CeraVe BLS results). The study revealed as well that:

• The Anti-imperfection campaign drove +10.4pp on Awareness and +3.2pp on Favorability vs CeraVe benchmark.

• The Soin Hydratants campaign reached +4pp on Ad recall and +11pp on Awareness vs CeraVe benchmark.

To keep maximising your campaigns impact, incorporate Brand Basics as much as possible in your media plans as a real impact on your branding campaigns.