The Truth Behind Michael Cera x CeraVe

The Influencer Newsletter: Special Edition

Where it all began -

@bunnypenny007

Michael Cera’s skincare company is 😚👌 #michaelcera

Fast forward -

Jan 22nd, 2024:

• Haley Kalil posts a TikTok video of her traveling to Euro Chemist in Brooklyn, NY to grab some skincare essentials when she sees Michael Cera signing and putting stickers on CeraVe bottles.

• The same day, The Daily Mail posts an article reporting on Michael Cera’s odd behavior in Euro Chemist and includes pictures of him carrying two large bags of CeraVe and handing out bottles on the street.

Jan 24th, 2024:

• Danielle (Dani) Price, the original creator and inspiration behind the campaign, stitches her initial TikTok joking about CeraVe being Michael Cera’s company. In the stitch, she’s holding a tub of CeraVe moisturizing cream and talking about how it’s making her feel like Michael Cera. She used the tags #CeraVePartner, #AD, and @CeraVe.

• Popular influencer Louis Levanti “reported” on Michael Cera’s weird behavior and Haley Kalil’s video. He questioned the reasoning behind them and claimed Michael Cera was the founder of the brand.

Jan 29th, 2024:

• Michael Cera films a video with podcaster Bobbi Althoff on her podcast, “The Really Good Podcast”. She questioned him about the rumors circulating surrounding his involvement with the skincare brand. He dodged the questions, but “slipped up” and called it “his brand” or “his product” to continue to stir up rumors.

Jan 31st, 2024:

• With the help of a PA, popular TikToker Caleb Simpson toured Michael Cera’s movie trailer which was covered in CeraVe products, and even had a microscope. He used the tag #CeraVePartner.

Feb 2nd, 2024:

• CeraVe creates their own response to Haley Kalil’s TikTok with this caption:

• Haley Kalil then posts another video on her Instagram and TikTok apologizing for starting the rumors about Michael Cera working with CeraVe. Again, using the tag #CeraVePartner

Feb 3rd, 2024:

• Dani gets a PR package that is also covered in Michael Cera stickers and contains CeraVe products. She uses the tag #CeraVe and a paid partnership disclaimer. She wondered why there was a narwhal in the package (that’ll come in later).

Feb 5th, 2024:

• Creator Jericho creates a video where a reporter asks him “Is it true Michael Cera created CeraVe?” He ignores the question, but uses the tags #CeraVePartner and @CeraVe in the description.

Feb 10th, 2024:

• CeraVe posts a teaser of the commercial with the caption “We’ve seen this circulating on the internet. Please DO NOT WATCH and DO NOT SHARE. We are #developedwithderms.”

Feb 11th, 2024:

• The commercial airs. The campaign was revealed and applauded as one of the most talked about and clever campaigns of the year.

• The tagline “Did Michael Cera develop CeraVe? No, dermatologists did,” is still being used and promoted on CeraVe’s platforms.

*The narwhals in the PR packages were a wink to the commercials.

Feb 13th, 2024:

• Dani responds to questions about her involvement with CeraVe as she was not partnered with them when she posted her initial video. They later reached out for her to be a small part of the campaign.

• When asked how she feels, she said she’s just excited to be a part of it. Although her followers are wondering why she didn’t receive credit/greater compensation.

This campaign proved to be a standout example of social media utilization and showcased the power of influencer marketing. The initial and intentional confusion the campaign caused created a significant buzz surrounding CeraVe.

The campaign emphasized dermatologists as genuine skincare authorities, spotlighting CeraVe's exclusive combination of skin-identical ceramides and MVE Technology, co-created with dermatologists.

This ingenious brand deal could not have been done without Dani Price’s hilarious and clever TikTok that inspired the campaign.

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