To educate about proper cleansing, CeraVe and Coyne PR launched a global integrated campaign featuring a live event with top dermatologists and a major TikTok influencer. The #CleanseLikeaDerm campaign garnered over 420 social media posts, 220 million video views, and achieved the #1 share of voice in facial cleansing. It resulted in 300 million earned impressions, coverage in top outlets, and participation from over 60 countries. The campaign led to CeraVe's highest-ever global Google search volume, web traffic, and a 52% increase in cleanser sales, marking the brand's biggest week in history for cleansers.
In a crowded skincare market with big budgets and celebrity endorsements, CeraVe needed to stand out. Coyne PR was hired to build year-round brand awareness and position CeraVe as the authority in therapeutic skincare. We refreshed CeraVe's influencer and social media strategy by targeting existing CeraVe fans and amplifying their “developed with dermatologists” messaging. By collaborating with credentialed skincare experts and educating CeraVe loyalists, we amplified authentic brand storytelling, leveraged user-generated content and real-time social interactions. Through strategic, engaging content, we created a consistent and recognizable brand aesthetic and message that boosted CeraVe's visibility and fostered a loyal online community. We significantly increased CeraVe's brand awareness, follower growth, and consumer engagement across key social platforms.
- 220m video views
- #1 share of voice
- 52% increase in cleanser sales
