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Case Study

Cetaphil - Game Time Glow

Integrated Superbowl Campaign

Campaign Case Study Film

Campaign Hero TVC Film

My Role and Responsibilities

ECD & Creative Lead

Creative Direction
Design Direction
Production Oversight

Date: 2024
Agency: Lippe Taylor /prompt.

Brief

The first thing to know - this was first concieved 11 days before the superbowl.
There was no brief, just an ask from the client to 'Show up' at the superbowl... 11 days out. And boy did we show up.

Challenge

With their direct competitor Ceravae already getting the spotlight - we had an interesting opportunity to outshine.

It all started with a simple insight hiding in plain sight. This football season, Taylor Swift had entered football in a new and exciting way, attracting a new army of young teen girl fans to football in a way they hadn't been before. Dads had started defending Taylors backlash from avid male sports fans by taking to tiktok to say - 'Say what you want about Taylor, but me and my daughter have never been so close.' This presented a great insight and opportunity in a way no other brand has thought to move on.

Idea

The idea was simple, whilst dads and daughters were coming together via Taylor, we would bring two important lifestyle routines together as learning and bonding opportunities for both dad and daughter. Football, and Skincare. Cetaphil is the most common early entrypoint skincare product for young teens in America, and the time they discover skincare is also around the time the relationship and communication between dads and daughters can be hard. We wanted to build on the opportunity to give dads and daughters a chance to learn from each other bringing two different worlds, closer than ever.

As a brand, we had to act very fast. We ideated, scripted, casted, shot and went live in 8 days. We saw the opportunity to turn up late and steal the show with emotion in a way that no other ad had done. Whilst others used gimmicks and celebs, we used authenticity and built a heartwarming story that EVERYONE could relate to, dads, daughters, mothers, brothers, sisters.

We centered the story around a dad and daughter coming together slowly over the course of a season ending in a newfound bond and happiness that spoke to so many people's realities that year.

We created a narrative that hinted at Taylors presence  over the year without having to mention her with a spot packed with Swifty easter eggs and were carefully able to unlock the hottest icon of the decade without having to pay for her. And the results… Phenomenal.

Result

  • Not only was this the fastest Super Bowl campaign ever made - it had 5.7 Billion impressions in 5 days.
  • Made headlines globally across 160+ major news outlets
  • On launch day went top trending on twiiter / X
    Over 43 Million views on Tiktok and Youtube pre Super Bowl
  • Increased Amazon Sales by 20% over the course of the campaign
  • 81% Increased purchase intent, ranking 42 points higher than Ceravae
  • 272M+ impressions across social channels organically
  • We measured the campaign in Crying emjois - because it was so emotional. In the Millions.

Expression

Brand Strategy, Campaign, Film, Social First Content, Photography, Design, Interactive digital.

The campaign rolled out in 4 stages

Viral Launch film and TVC

Amplified with Influencers and partners Game Day Unboxing

Social Toolkit Takeover and boosted posts

Huge Media Drive, pitching and Seeding

The film was ideated, scripted, cast and shot in 4 days. We shot in one location, a generic relatable suburban household. We casted a real father daughter and had them help us write the narrative in real time and built in genuine moments with both the father and duaghter bonding in real time. We also included a series of hidden taylor swift easter eggs that only true swifties would be able to spot.

We created an unboxing event for dad and daughter influencers for the Super Bowl Weekend with matching jerseys to wear throughout the game. The box included Taylors friendship bracelets making sets, Lanyards with conversation starter questions and a quizz for each others routines, hats, facemasks, and of course lots of Cetaphil products.

We built an army of Influencers consisting of dad & daughter influencers, derms and relevant beauty and skincare partners to show up around and during the superbowl and unbox the Game Time Glow kit, spreading the message of the campaign far and wide and directing viewers to social assets they could use to help get their game time glow at home.

There were countless organic posts from people stitching, dueting, even crying along with the film itself on social.

Across All social platforms we built a social toolkit of helpful tips, quizzes, questions and sharables for dads and daughters to use on game day to help them learn about each others world and find their game time glow.

Not only was this the fastest Super Bowl campaign ever made - it had 5.7 Billion impressions in 5 days.
Made headlines globally across 160+ major news outlets
On launch day went top trending on twiiter / X
Over 43 Million views on Tiktok and Youtube pre Super Bowl
Increased Amazon Sales by 20% over the course of the campaign
81% Increased purchase intent, ranking 42 points higher than Ceravae
272M+ impressions across social channels organically
We measured the campaign in Crying emjois - because it was so emotional. In the Millions.