Social Media Advertising

Add3’s social gurus collaborated with CeraVe’s internal teams to create a performance-driven social campaign to build brand awareness, drive engagement, promote organic posts, and drive clicks to the company’s website. It was very important for Add3 to integrate into CeraVe’s internal teams and ensure that its advertising cadence matched the brand’s organic social media channels and PR efforts. The goal was to drive growth from the inside out by staying true to CeraVe’s voice and messaging, while fostering it to become more strategic and engaging.

The team initially launched Facebook and Twitter campaigns aimed at reaching CeraVe’s target demographics. Quickly, Facebook yielded better results at a lower CPE compared to Twitter, so the team shifted its efforts exclusively to Facebook. The goal was to put paid media budget behind CeraVe’s Facebook content and existing PR efforts to maximize the reach and engagement potential of the posts. Targeting was also crucial to the success of the Facebook strategy. The team targeted around interests like skin care, beauty, cosmetics, moms, etc., and focused on different age segments and genders, depending on the promotion. Finally, Add3 used purchase behavior and lookalike audiences to reach an even broader and potentially pre-qualified audience, while stretching the budget potential to the max.