CeraVe

Skin Loves CeraVe

Challenge

When CeraVe Canada launched the Hydrating Cleanser Bar in February 2016, the goal was to get it into Canadian consumers’ hands and ultimately into the stores. The question? Where to begin.

Solution

Argyle encouraged the brand to try an online sampling trial program that tapped into CeraVe Canada’s social following. Knowing that fans of the brand were created upon trying the product, an online program would allow CeraVe to reward the existing fan base and recruit new ones. Argyle created a social program, under a small budget, and aligned with two influencers in a new method, which had not been used by the Canadian side of the brand before. Christine Cho – frequent on-air beauty expert seen on Cityline, and Lena Almedia – popular mommy and lifestyle blogger – both recorded and published a homemade testimonial video showcasing their feelings about the bar and how they used it. Each Facebook post with the video also linked to a sign-up tab for samples.

Impact

Thanks to the innovative partnership with our influencers, the first wave of the launch resulted in 4,986 Canadians registering for samples, with over 50% of registrants then sharing the program with their followers. That would then go on to translate into a 214 per cent uptake in Hydrating Cleanser Bar sales in Shopper’s Drug Mart at the end of the second wave. That’s a clean-cut win for CeraVe!

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