1. Social media strategy and creative direction for Acne products CeraVe campaign
Our main task was to create an effective communication strategy for a campaign promoting three acne skin care products. We wanted to draw attention to education in the area of acne skin care by creating an influencer campaign. Our goal was to engage influencers, especially educators and people with real acne problems, to debunk the mythology around skin care, educate about active ingredients, and share personal experiences with using CeraVe products.
We wanted the brand to be closer to the young generation in its communication strategy, focusing on authenticity, support and, above all, the educational aspect. Our plan was to create a well-thought-out and coherent campaign that would have a strong impact on the target group, i.e. Generation Z and younger generations. We implemented this plan across two main social media platforms, Instagram and TikTok, using consistent and diverse content formats to increase reach and engagement.
The idea of the campaign is based on the creation of a virtual Acne Academy, where influencers will play the role of educators and students at the same time. Dressed in white shirts, referring to the school theme, they will emphasize the educational aspect and strengthen the coherent image of the brand. Through Instagram Reels and TikTok videos, influencers will explain and debunk common acne skin care myths, then show off their personal beauty routines and share their acne stories. This approach will allow us to reach our target group in an educational, engaging and authentic way.
The campaign slogan, which fits into the educational trend present on social media platforms, is a conscious combination of Polish and English Akademia Acne. This procedure will allow us to reach the generation of the target group that often uses English in everyday conversations and on social media.
Challenge
The key challenge is to create an effective communication strategy promoting three acne-care products, with a strong focus on education.
The campaign responds to:
widespread myths around acne care,
confusion about active ingredients,
lack of credible, accessible education for younger audiences.
The goal is to engage influencers, educators and people with real acne experiences to:
debunk skincare myths,
explain ingredients and routines,
share authentic personal stories using CeraVe products.
Strategic Goal
To bring CeraVe closer to Generation Z and younger consumers by building a communication strategy based on:
authenticity, support, education.
The campaign is designed as a coherent, long-term educational platform, distributed primarily through Instagram and TikTok, using platform-native formats to maximize reach and engagement.
Core Idea
Akademia Acne (Acne Academy)
The campaign introduces a virtual Acne Academy, where influencers act as both: educators, and students.
Visual cue:
white shirts inspired by a “school” aesthetic — reinforcing credibility, clarity and education.
Through Instagram Reels and TikTok videos, influencers:
debunk common acne myths,
explain skincare logic,
present personal routines,
share real acne journeys.
The result is content that is educational, relatable and credible, without feeling clinical or intimidating.
Campaign Line
Akademia Acne
A conscious blend of Polish and English language, aligned with Gen Z communication habits and global social media trends.
A conscious blend of Polish and English language, aligned with Gen Z communication habits and global social media trends.
This linguistic choice:
feels natural to the target audience,
increases memorability,
positions CeraVe as modern and culturally fluent.
Content Framework (Instagram & TikTok)
Each piece of content follows a clear, repeatable structure:
Hook question (based on a popular acne myth)
Product presentation (CeraVe as a solution, not a miracle)
Skincare routine
Myth debunking
Personal acne story including before/after visuals or a myth the creator personally believed in the past
This structure ensures clarity, credibility and consistency across creators.
Example Myth Topics
“If I wash my face more often, my acne will disappear”
“Acne will go away on its own, no treatment needed”
“Spot treatment is the best way to cure acne”
“Acne means my skin is dirty”
These topics anchor the campaign in real, everyday misconceptions.
Visual & Branding Layer
Custom CeraVe-branded stickers and GIFs are used in influencer content to:
subtly reinforce brand recognition,
integrate campaign visuals into organic formats,
maintain strong visual consistency across platforms.
The Acne Academy visual system underlines the educational tone without overpowering authenticity.
Platform Adaptation
Instagram
Reels with myth-based hooks
Stories supported by branded stickers
Longer narrative formats
TikTok
Shorter, faster-paced videos
Dynamic editing and native trends
Consistent use of #AkademiaAcne to build discoverability
Expert Involvement
An educational Live Chat on CeraVe’s social channels features dermatology experts:
Dr. Agnieszka Bańka-Wrona
Dr. Miłosz Lewandowski
The experts:
answer live audience questions,
provide professional guidance,
strengthen medical credibility and trust.
Community Activation — Contest
“Join the Acne Academy”
Participants are invited to:
share their personal acne-care stories,
talk about myths they once believed in,
submit content in any format: text, photo, video or creative interpretation.
Strategic Value of the Contest
The contest:
increases engagement and interaction,
builds an online community around shared experience,
generates valuable UGC,
deepens emotional connection with the brand,
expands reach organically through participant sharing.
CeraVe becomes a platform for dialogue, not just a product brand.
Long-Term Role of the Campaign
Akademia Acne positions CeraVe as:
an accessible authority on acne care,
a brand that listens and educates,
a trusted companion in long-term skin health.
It transforms education into participation, and credibility into community.
2. Creative direction & design for CeraVe Face care creative seeding
The idea was kept in the convention of minimalism. We wanted to highlight the brand's new dermo-products while educating how to use them in skin care. At the same time, maintaining the playful character, characteristic of CeraVe.
The seeding was in the brand's colors. An additional accent was fashionable black, which had not appeared in communication before.
A practical box with simple graphic symbols has become an object that reminds us about right care timing. The one we want to keep in our dressing table for a long time.
3. Creative direction & design for CeraVe moisturising products campaign
(small budget creative seedings)
Moisturize twice, always have it at hand
We offer a unique and ecological element of creative seeding that combines functionality with aesthetics and fashion inspiration.
Creative Seeding Proposal
Lightness. Protection. Everyday Care.
Campaign Context
This proposal focuses on creative seeding concepts supporting the launch of a duo of moisturizing creams, highlighting their key benefits:
light texture, long-lasting hydration, daily skin protection.
The visual and conceptual direction is inspired by air, clouds and softness, translating skincare benefits into a clear, intuitive aesthetic language.
Strategic Objective
To create distinctive, design-driven seeding experiences that:
communicate CeraVe’s functional benefits in a non-clinical way,
reinforce brand recognition through minimal, premium design,
provide recipients with practical, everyday objects that naturally integrate into their routines.
The goal is not only product visibility, but lasting presence in daily life.
Core Idea
Lightness as a Metaphor
The entire concept is built around the idea of lightness:
light texture of the creams,
gentle protection of the skin barrier,
ease of use and everyday comfort.
Cloud imagery becomes a symbolic visual code — representing softness, safety and hydration.
Concept 1
Double Hydration, Always Within Reach
Description
This concept introduces a reusable water bottle paired with the CeraVe moisturizing products, delivered in a minimal paper envelope.
The bottle serves as:
a reminder of internal hydration,
a practical daily accessory,
a symbol of sustainable, conscious care.
The envelope design references current fashion and lifestyle trends, reinforcing a clean, modern aesthetic aligned with CeraVe’s packaging.
Strategic Value
Encourages healthy hydration habits.
Extends brand presence beyond skincare moments.
Supports sustainability through reusability.
Positions CeraVe as a brand that cares holistically — inside and out.
Key Message
“Hydrate twice. Always have it close.”
Concept 2
Awareness Delivered with Lightness
Description
This concept combines education and fashion through a cloud-inspired envelope containing:
CeraVe products,
a custom-designed T-shirt featuring a graphic breakdown of key active ingredients:
ceramides,
hyaluronic acid,
niacinamide,
MVE technology.
The T-shirt acts as an educational tool and wearable brand statement, transforming skincare knowledge into a visual, lifestyle-friendly format.
Strategic Value
Makes dermatological knowledge accessible and memorable.
Strengthens emotional connection through wearable content.
Encourages repeated brand exposure in everyday contexts.
Bridges skincare, design and streetwear culture.
Key Message
“Awareness, delivered lightly.”
Concept 3
Multidimensional Care, Discovered Step by Step
Description
A geometric, multi-panel box designed to be opened layer by layer.
Each side features:
Each side features:
skincare tips,
ingredient explanations,
practical guidance on daily routines.
Inside: both moisturizing products, presented as a complete care system rather than standalone items.
Strategic Value
Turns unboxing into an educational experience.
Reinforces understanding of ingredient synergy.
Encourages slower, more mindful engagement with the brand.
Positions CeraVe as a guide, not just a product provider.
Key Message
“Multidimensional care you discover step by step.”
Visual & Brand Consistency
Across all concepts:
minimal typography, soft color palette inspired by sky and clouds, strong alignment with CeraVe’s existing visual identity.
The result is a cohesive system that feels editorial, premium and credible, without losing warmth or accessibility.
Long-Term Brand Impact
This creative seeding approach:
elevates product education without medical overload,
supports sustainable brand values,
creates emotional, functional and visual touchpoints,
builds long-term brand recall through everyday usefulness.
CeraVe is positioned as a trusted, modern skincare companion, present in daily rituals — not only on the shelf.
