CeraVe - ADD3

Social Media Advertising

The Beauty of Expert Targeting

CeraVe needed to get inside consumers’ heads before it could get into their shopping carts. The brand turned to Add3’s social media marketing experts to help move its products out of anonymity and into the spotlight.

Performance-Driven Social Strategy

CeraVe knew it had a visibility problem when only 18% of people polled responded that they’d heard of the brand. Though accessible nationwide, it seemed impossible for CeraVe to stand out among behemoth brands like Neutrogena ®, L’Oréal©, and Olay ®. CeraVe needed to get inside consumers’ heads before it could get into their shopping carts. The brand turned to Add3’s social media marketing experts to help move its products out of anonymity and into the spotlight.

Add3’s social gurus collaborated with CeraVe’s internal teams to create a performance-driven social campaign to build brand awareness, drive engagement, promote organic posts, and drive clicks to the company’s website. It was very important for Add3 to integrate into CeraVe’s internal teams and ensure that its advertising cadence matched the brand’s organic social media channels and PR efforts. The goal was to drive growth from the inside out by staying true to CeraVe’s voice and messaging, while fostering it to become more strategic and engaging.

The team initially launched Facebook and Twitter campaigns aimed at reaching CeraVe’s target demographics. Quickly, Facebook yielded better results at a lower CPE compared to Twitter, so the team shifted its efforts exclusively to Facebook. The goal was to put paid media budget behind CeraVe’s Facebook content and existing PR efforts to maximize the reach and engagement potential of the posts. Targeting was also crucial to the success of the Facebook strategy. The team targeted around interests like skin care, beauty, cosmetics, moms, etc., and focused on different age segments and genders, depending on the promotion. Finally, Add3 used purchase behavior and lookalike audiences to reach an even broader and potentially pre-qualified audience, while stretching the budget potential to the max.

Market-defining results

With a performance-driven, client-oriented strategy, Add3’s social team propelled CeraVe into the limelight where it belongs. That’s the beauty of working with Add3

Increase in clicks: 477%
Increase in post engagement: 492%
Increase in unaided brand awareness: 50%