Opportunity

CeraVe’s popularity sky-rocketed during the COVID-19 pandemic, but the context made it difficult to foster human connection with brand fans. For 2023, the brand wanted to satisfy consumers’ cravings for connection and create an experience that was interactive, immersive, and informative.

CeraVe Canada proposed a multi-tactic strategy, executed by bicom, to facilitate a one-of-a-kind experience in Toronto. The goal was to build awareness for new and existing consumers (and gain their insights!), foster face-to-face relationships, generate social media buzz, and strengthen the community of brand fan KOLs (media, influencers, and dermatologists).

Actions

From March 1-5, 2023, CeraVe Canada hosted a 5-day pop-up, “CeraVe House”, in downtown Toronto at Stackt Market. A first for the brand in Canada, the experiential marketing activation was an in-person introduction to CeraVe for Toronto-based media, influencers, dermatologists, and consumers. By providing an interactive brand experience that combined product education, 1:1 skincare consultations with the CeraVe Canada team, a whimsical content factory, and free samples – the event added a new dimension to the brand and face-to-face relationship building. The results generated organic buzz through word-of-mouth, viral social media moments, and traditional media coverage.

Results

Influencer & Media Events:

117 guests with a combined social media audience of +16M

495 pieces of social media content with +19M social impressions

581K organic video views

65K social media engagements

Consumer Event:

2,500+ consumer attendees

Over 250 pieces of social media content

With Toronto being the test market of the “CeraVe House”, its success achieved not only proof of concept but also valuable insights into the brand’s future Canadian PR strategy and a global case study.

Check out the VIDEO RECAP HERE!