Ogilvy
Michael CeraVe
The "Michael CeraVe" campaign by WPP Onefluence, led by Ogilvy NA, secured the trophy in this category due to its innovative and disruptive approach to launching CeraVe at the Super Bowl.
Faced with the challenge of standing out amid A-list celebrities, CeraVe crafted a unique 360-degree campaign that cleverly played on a conspiracy theory linking the brand to actor Michael Cera.
By seeding 450 influencers, including beauty gurus and TikTok dermatologists, with PR boxes from "Michael" and teasing the campaign a month before, CeraVe generated massive buzz and anticipation.
The strategy, which included exclusive press releases with top publications, allowed influencers to creatively engage with the brand, leading to an impressive 32 billion earned impressions, 300 million influencer impressions, and 800 media write-ups.
This "ultra-meta" campaign not only increased sales by 25% but also set a new standard for UGC-driven marketing.
Judges Comments
“I LOVE this campaign , it's highly original due to its innovative approach of utilising influencers to create a conspiracy theory around Michael Cera's involvement with the brand, resulting in significant buzz and engagement. The results spoke for themsleves.”
Deep Dive
The Best Use of UGC Award was sponsored by SCROLL STOP
