The challenge
CeraVe needed to build brand awareness and consideration with Gen Z (ages 13-18) in a category where young people typically don’t engage with traditional advertising.
What we did
Integrated CeraVe directly into gameplay across Roblox and Minecraft through skincare-themed missions and challenges. Players interacted with the brand naturally as part of their gaming experience.
Campaign ran simultaneously across both platforms with no traffic buying or paid media spend.
The work
The results
151K
unique players reached
6.3 minutes
average engagement time per player
1.5M
total impressions
200+
organic TikTok videos created by players
29%
increase in brand recognition among 13-18 year olds
Brand Lift Study (4,109 participants, ages 13-18)
+29.3%
brand recognition
+10%
regular usage consideration
+9.7%
purchase intent
+9.7%
perception as doctor-recommended
+8%
likelihood to recommend to friends
"[Client quote placeholder - insight about why this approach worked, what surprised them, or the impact on their Gen Z strategy. Ideally 2-3 sentences from brand manager or CMO about the campaign results and how it differed from traditional approaches.]"
The difference
Traditional beauty brand advertising gets skipped or ignored by Gen Z. By integrating into the games they already play daily, CeraVe became part of their experience, not an interruption.
Players spent an average of 6.3 minutes engaging with the brand. Compare that to the 5 seconds before a YouTube ad gets skipped.