Omnicom Media Group | Agency Profile, Contacts, AOR, Client Relationships

• The campaign, #MoisturizeLikeaDerm (no, not Doctor Who's #MousturizeMe), involves a partnership with influencers such as TikTok creator Zach King and dermatologist Dr. Muneeb Shah.
• It also calls on an elderly parody group, Retirement House, and creators with disabilities; these creators include Molly Burke and Ariana Covarrubias.
• CeraVe also created an immersive pop-up experience in LA for 30 creators to meet an influential dermatologist, Daniel Sugai, MD.
• So far, the campaign has had 260m video views on TikTok.
• Per CeraVe's digital marketing SVP and head, Adam Kornblum, the brand "saw 170 posts from U.S influencers and dermatologists go live in the first week of the campaign launch. On Google Trends, we’ve seen that global interest in CeraVe is at an all-time high.”
• In 2022, the brand launched a similar initiative, #CleanseLikeaDerm, which reportedly increased core cleanser sales by 52% YOY.
• The brand will likely:
  • Continue rolling out more work
  • Pursue additional influencer partnerships and experiential activations
  • Keep increasing national TV spend
  • Return to higher digital spend
  • Conduct agency reviews following a recent roster shift (more below)
• Target demographic: 
  • Millennial women

Recent leadership shifts:

• CeraVe named James Coiley as its customer strategy director in February 2023.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, CeraVe has spent approximately $9.4m on national TV commercials, 13% more than the approximately $8.3m spent within the same 2022 timeframe.
  • Last year: The brand spent around $49.5m on this channel last year and 39% less, around $35.6m, in 2921.
  • 2023 ad programming: CeraVe's 2023 commercials have targeted Gen-X watching shows such as Chicago Med, NFL Football, Today with Hoda & Jenna, Chicago Fire, and Today 3rd Hour.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $3.5m toward digital ads YTD, down 33% from the roughly $5.2m allocated by this point last year.
  • YTD data: Since the start of 2023, CeraVe has earned ~333.1m digital impressions via YouTube (66%), Instagram (19%), Facebook (12%), desktop display (2%), and mobile display (1% ads.
  • Last year: The brand's estimated full-year 2022 spend of $39.5m increased 6% from that of $37.4m in 2921.
• Additional channel insights  
  • CeraVe utilizes digital, local broadcast, Google Ads, Facebook, Instagram, TikTok, Twitter, and online video (Youtube.com) ads.
  • It holds planning conversations in Q1 and buying conversations in Q4.

Additional agency insights:

• Opportunity: If you haven't yet done so, get in touch to see if L'Oreal conducts additional agency reviews following its .
  • This shift closely followed the company's May 2022 of chief digital and marketing officer Han Wen.
• Current agency roster (CeraVe):
  • Omnicom Media Group: Media AOR
  • : PR AOR
  • : Experiential agency partner
  • View L'Oreal's full roster here.

Insight Sources: Broadcast insights estimated by .