The skincare industry has been growing rapidly in recent years and yet the level of education of Romanians was still low compared to the European average. In Romania, basic skincare know-how was still reserved for connoisseurs and beauty influencers. That's why CeraVe set out to make it a mainstream topic for all Romanians: men and women, young and old alike.
Although video is the most effective long-form format to convey information and educate, consumer attention and retention rates have declined due to the consumption of short or ephemeral content on platforms like TikTok, Snapchat or Instagram. At the same time, Gen Z audiences tend to reject traditional advertising and prefer executions that natively integrate digital elements.
A digital experience with a dynamic storyline, each section being a short video developed like a TikTok featuring influencers or dermatologists. Users could choose how the story unfolded, their role was to help Valentina Keiko learn as much as possible about her skincare routine.