Early in the campaign we ran with L’Oréal we faced a unique challenge

How do you communicate complex concepts like bacteria, ceramides, sleep quality, or greasy foods to kids through a game?

This was more intricate than adding a special branded vending machine dispensing missions with superpowers. To convey deep messages, we had to go deeper. How do you make learning fun when the topics are complicated and completely new to them? Thinking about integrated content, we realized it wasn’t just about discussing the problem or teaching them complex names—we embedded mini side quests into games and tackled the challenge of the way teenagers experience pimples, zits, and acne. The fight against acne is deeply tied to the adolescent psyche, framing it as a battle where they can take control. This reinforced the brand’s message: you can combat skin issues with the right products. It was the perfect platform to educate on a few other topics, creating an arena where different “opposites” had to be subdued. We had to crack the brand’s core messages and translate them into something kids would actually care about. That’s where our amazing creative team came in. We developed branded integration content within 11 Roblox experiences and three Minecraft servers. At the heart of the story was an NPC named Dr. Cerami, a friendly expert who explained all the invisible villains causing skin and health problems—and why she urgently needed the kids’ help to fight them. The kids learn from Dr. Cerami about the mission, armed with unique CeraVe products as tools and weapons, battling the bad guys head-on. Many gamers’ skin suffers because they eat, touch their keyboard, sweat, and then touch their face. So, we came up with a clever mechanism to highlight the importance of not touching your face with dirty hands- Players had to keep their hands glued to their keyboards during each battle. A unique progress bar tracked how long they resisted touching their faces, rewarding them with extra points for doing the right thing. The results were mindblowing! We crushed the whole KPIs we set.