CeraVe's The One Under the Sun Shares a Love Affair with SPF
Laura McQuarrie — April 15, 2024 — Marketing
References: cerave & musebycl.io
CeraVe's The One Under the Sun is a new edutainment campaign that makes the task of applying sunscreen daily a romantic one. This campaign reminds people of the importance of wearing a moisturizer with SPF and does so in a romantic comedy style.
This campaign was inspired by an insight that revealed that consumers are skipping ads more than ever, and The One Under the Sun captivates attention by tapping into viewers' love of matchmaking and reality dating shows. In this rom-com, the dermatologist emerges as the matchmaker and recommends the CeraVe Facial Moisturizing SPF 30 as "the one."
To bolster its latest campaign, CeraVe is working with 40 influencer partners—including The Bachelor's Andrew Spencer, Love is Blind's AD Smith, and Love on the Spectrum's Abbey Romeo—to create rom-com and matchmaker-inspired content.
This campaign was inspired by an insight that revealed that consumers are skipping ads more than ever, and The One Under the Sun captivates attention by tapping into viewers' love of matchmaking and reality dating shows. In this rom-com, the dermatologist emerges as the matchmaker and recommends the CeraVe Facial Moisturizing SPF 30 as "the one."
To bolster its latest campaign, CeraVe is working with 40 influencer partners—including The Bachelor's Andrew Spencer, Love is Blind's AD Smith, and Love on the Spectrum's Abbey Romeo—to create rom-com and matchmaker-inspired content.
Trend Themes
1. Edutainment SPF Campaigns - Brands are leveraging romantic storytelling to educate consumers on the importance of sunscreen protection in a more engaging way.
2. Influencer Partnership Strategies - Companies are collaborating with a diverse range of influencers to create compelling content that resonates with varied audiences and boosts brand awareness.
3. Matchmaker-inspired Marketing - Utilizing the concept of matchmaking in marketing offers a fresh and playful approach to promoting products and engaging with consumers.
Industry Implications
1. Beauty and Skincare - In the beauty and skincare industry, there is a growing trend towards integrating entertainment and education to communicate the benefits of SPF products effectively.
2. Digital Advertising - The digital advertising sector can explore new avenues by incorporating storytelling elements that appeal to viewers' emotions and interests, enhancing engagement and retention rates.
3. Influencer Marketing - Evolutionary tactics in influencer marketing present opportunities for brands to craft innovative campaigns that leverage the influence and creativity of popular personalities across various platforms.
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