CeraVe “Find Your Balance”: a mini campaign about teenage girls’ well-being
The brief: a small digital campaign for a real brand in the service of a cause. We chose CeraVe and the emotional well-being of girls aged 14 to 19, and used the brand’s “skin barrier” as a metaphor for personal boundaries. Four pieces, one trend and two measurable goals.
Brand and cause
CeraVe is a brand “developed with dermatologists” that speaks Gen Z’s language. Its product protects the skin barrier. That is where the metaphor is: the skincare ritual as an anchor for building personal boundaries and resilience against everyday pressure. It is not a psychological cure, it is a small moment of calm and control amid the noise. The message: “You don’t have to have everything figured out. You just need to find your balance”.
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The shift in tone
CeraVe already has a native connection with Gen Z: trends, humor, young creators. The campaign uses that connection but changes the emotion. Instead of viral humor, vulnerability and empathy, with a split-screen format that contrasts daily noise with a moment of calm. The audience: girls aged 14 to 19 under pressure from social media, school and expectations. The “Noise vs. Quiet” trend, with one shared sound and the hashtag #FindYourBalance, is the center; Instagram supports it with reels and stories.
Four pieces, each with its stage and its trigger
The brief asked for one long piece and three short ones, each with a funnel stage, a trigger, copy, hashtags and publishing guidelines. The carousel educates (consideration; curiosity and emotional connection; Wednesday 6:00 PM). The stories engage with polls and questions (engagement; self-reflection; Sunday 7:00 PM). The reel launches the trend (awareness; emotion and relatability; Thursday 8:00 PM, with lifestyle and skincare creators). And the long piece, a TV spot in Saturday prime time, turns emotion into action: commenting your own “reset”, following the account, joining the community, with a QR code at the end and the same piece posted on social that day.
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Two goals, two indicators
Awareness: total reach, with the goal of reaching 1.5 million girls during the campaign. Engagement: engagement rate, with the goal of a 4.5% average (of everyone who sees the content, those who save it, comment, share or like it). Two numbers that can be read on the platforms themselves.
What I took away
A cause is not glued onto a brand: it is found in its product. The skin barrier was already there; the work was to read it as a metaphor and give each piece a place in the funnel and a reason to exist.