Case Study:
Healthcare
Fall 2024 NIL Campaigns
CeraVe - the #1 dermatologist-recommended skincare brand in the United States - looked to dominate college campuses this Fall with a highly-strategic NIL campaign in partnership with Postgame. Prioritizing overall brand awareness, CeraVe collaborated with a diverse roster of student-athletes who authentically promoted the brand through social media content, in-person events and brand educational opportunities, unlike any campaign Postgame has run to date.
The Challenge: Connect deeper with current Gen Z consumers, while building brand awareness with new customers
CeraVe recognized a unique opportunity to leverage the Fall college sports season to connect deeper with their current Gen Z consumers while building overall brand and product awareness with new customers on and around college campuses.The brand wanted to garner authentic collaborations - and high-quality and authentic content - with student-athlete partners across the country.
The Solution: A multi-faceted campaign - rooted in education and authenticity - leveraging Fall sports seasons and a diverse roster of student-athlete creators
The brand partnered with Postgame - and their robust student-athlete network across the country featuring regionally and nationally recognized creators - to hand-select a diverse roster to authentically tell their own daily skin care routine stories and promote CeraVe’s robust product offering. The multi-faceted roll-out included:
Unique Educational Component:
Prior to campaign execution, the brand provided athletes with CeraVe’s Cleanser Quiz to identify the best cleanser for their skin type before sharing their results and skincare routines across social media.
Each athlete received notes about why certain products were best for their skin type, so their campaign support would be rooted in authenticity.
Athletes received (and promoted) products - and a regimen to follow to maximize effectiveness of the product(s) - from CeraVe based on those results.
Student-Athlete Partnerships:
A combination of 200 nationally and regionally-recognized student-athletes across multiple Fall sports (Football, Basketball, Volleyball, Soccer).
Team collaborations included UCLA Football, Auburn Volleyball, Jackson State Football.
Combined Content Strategy:
Combination of Postgame-produced and athlete-shot Instagram reels / photo carousels / stories and TikTok videos highlighting their own daily skin care routines through a CeraVe lens.
In-Person Events:
Two CeraVe mobile tour events with athletes in attendance for content captures, social media support to encourage fans/followers to attend the next stop, create personal relationships with local college athletes.
The Result: Breakthrough Brand Campaign
Across multiple campaign beats, Postgame athletes garnered approximately 5 million total impressions with top content examples coming from the likes of Roberto Burlew (Wisconsin, Soccer), Samuel Omosigho (Oklahoma Football) and Lily Torrence (College of the Holy Cross Volleyball).
Content Highlights :
