Скачать или смотреть Michael Cera made CeraVe?! How Ogilvy unleashed a social media conspiracy theory

To communicate a CeraVe brand truth – that unlike some celebrity skincare brands, its products are developed by dermatologists – Ogilvy seeded a conspiracy theory that comic actor Michael Cera invented CeraVe. It would culminate in a Super Bowl ad debunking the rumour.

An idea this chaotic took months of planning. Paparazzi moments were staged and deployed in mainstream media; Cera was spotted signing bottles and influencers were deployed as participants. The project earned over 15 billion in media impressions, leading to a 25% increase in sales.

Key to its success was humour, and an acute understanding of modern media dynamics. “We're in an era of sensitivity around fake news, and there's a lot of political and societal tension around this,” says Charlotte Tansill, president of PR, Social and Influence North America at Ogilvy New York. “[But] our audience loved it and wanted to play a role and dive deep on it.”

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D&AD - Celebrating, inspiring, and nurturing creative excellence since 1962.
www.dandad.org/
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Twitter:   / dandad  
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