Like most manufacturers promoting in the course of the Tremendous Bowl this yr, Cetaphil tried to seize consideration with a celebrity-focused business.
The model’s advert featured rapper Lil Wayne and depicted its skincare merchandise as soothing not only for delicate pores and skin however for delicate conditions, similar to being left “excessive and dry” with an enormous restaurant invoice.
This business was Cetaphil’s second-ever look on the Tremendous Bowl. The model, which sells a wide range of lotions, moisturizers and soaps, has spent the previous yr attempting to win over youthful shoppers by advertising throughout or round moments or occasions that matter to them, mentioned Tara Loftis, international president of dermatological skincare at Galderma, Cetaphil’s guardian firm.
Cetaphil’s Tremendous Bowl advert final yr depicted an emotional bonding second between a father and daughter. However this yr’s advert was extra of “a viral wager,” Loftis instructed AdExchanger, with the hope that virality would result in spikes in gross sales.
Evaluating earned media and search carry
Though Cetaphil’s newest advert was primarily a model consciousness play, the corporate used a mixture of social media and efficiency metrics to find out whether or not it was working, which is its common method.
Cetaphil usually compares earned media impressions and search carry earlier than and after an advert runs to find out whether or not it possible drove shoppers to seek for the model on-line.
Cetaphil additionally makes use of Google Developments to check how persons are looking for its model on-line, Loftis mentioned. Within the case of its most up-to-date Tremendous Bowl advert, Cetaphil tracked whether or not individuals regarded for Lil Wayne or the model by identify. How somebody searches for a model is commonly an indicator of how acquainted they’re with it.
Engagement with the Lil Wayne Tremendous Bowl spot was a lot increased than anticipated, as was model carry, Loftis mentioned. Because it aired, Cetaphil’s Tremendous Bowl business has generated greater than 1 billion impressions and garnered greater than two thousand social media mentions.
Cetaphil smooths out its digital technique
Along with its artistic technique, Cetaphil credit the mix of streaming and social media in its advertising combine for its Tremendous Bowl marketing campaign outcomes.
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“We’re very fixated on ROI,” Loftis mentioned, which is why Cetaphil is “changing into as digital as potential.”
“You’re going to see us present up extra on digital and streaming, particularly if it’s the place our Gen Z and Gen Alpha prospects are,” Loftis mentioned. However the Tremendous Bowl apart, due to the model’s concentrate on efficiency metrics, “you’re not going to see us make investments quite a bit in linear TV,” she mentioned.
Streaming is particularly precious as a result of it drives engagement on social media, which in the end leads to gross sales carry, Loftis mentioned. For instance, the model observed individuals discussing its Tremendous Bowl advert on X and posting video evaluations and sharing their opinions about Cetaphil’s merchandise on TikTok.
In the meantime, to make its advertising much more efficient, Loftis mentioned, Cetaphil plans to develop extra direct relationships with retailers and retail media walled gardens, similar to Walmart and Amazon.
As a result of many retailers have first-party information that may hyperlink on-line searches to precise gross sales, she mentioned, “working instantly with [them] permits for actually excessive [ad] efficacy.”
