CeraVe, a dermocosmetic brand developed in collaboration with dermatologists, aims to promote education and skin health. To reach a male audience and younger generations, it chose “La Velada del Año”
Increase CeraVe’s penetration among the male target audience. Position CeraVe as a health brand that “makes it easy” compared to others perceived as aesthetic. Integrate CeraVe into the codes and narrative of La Velada organically, avoiding the perception of intrusive advertising. Generate mass awareness and conversation around the brand during the most relevant event in the Spanish-speaking digital ecosystem. Reinforce CeraVe’s association with humor, relatability, and authenticity. Connect with Generation Z and Millennials at a massive cultural and digital event. Associate the brand with values of relatability, humor, and authenticity.
We created an exclusive storytelling that fits perfect and organically with the main topic of the event (amateur boxing). With this storytelling we created a pre-event communication campaign on social media, with our mail character, The CeraVeast
