+ Communications strategy
+ Media engagement
+ Influencer program
+ Event production
Innovative skincare brand, CeraVe, challenged Cassette’s PR team to create a series of events in 2021 that would be highly engaging and covid-cancellation-proof, while continuing to build brand awareness and using top Australian dermatologists to educate consumers about the science within the range.
+ Communications strategy
+ Media engagement
+ Influencer program
+ Event production
A multi-layered communications strategy centred around ‘skinsights’ – research commissioned by CeraVe to provide newsworthy skincare insights.
Cassette’s response was a multi-layered communications strategy centred around CeraVe ‘skinsights’ – ownable biannual consumer research providing topical, newsworthy skincare insights from Australian women.
The research fed into three CeraVe #SkinChat events (so far), designed to be virtual-first for both media and consumers, with the ability to extend to in-person for media, restrictions permitting. Live broadcast via a microsite built by Cassette, the 30-minute panel events featured CeraVe ambassadors, Brooke Boney and Lauren Phillips, top Australian dermatologists, the brand’s own medical science expert and most recently, the Shameless duo as hosts.
With over 7,000 consumer registrations across three events, CeraVe’s Skinchats have exceeded all expectations, boosting brand awareness and creating highly unique content that has positively impacted sales.
With over 7,000 consumer registrations across three events, CeraVe’s Skinchats have exceeded all expectations, boosting brand awareness and creating highly unique content that has positively impacted sales. The supporting national media campaign added far-reaching editorial, which paired with ambassador content creation, and outreach to CeraVe’s ‘Skin Squad’ (an initiative implemented in 2019 as part of Cassette’s PR launch of the brand), generated maximum buzz and awareness for the brand.
