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Skincare brand CeraVe just launched a campaign transforming its viral brand monologue into a catchy club remix.
Made together with creator and DJ House of Evo, "Hey, it's me, your dry skin" gathers influencers Kareem Rahma, Greg Berzinsky, Mohamet Mbaye, and Audrey Trullinger to dance and moisturize to the beat of the fresh track.
Apart from the repetitive line, "Hey, it's me, your dry skin" hook, the short 30-second spot also reminds viewers and listeners of the moisturizer's components, which include three essential ceramides that strengthen your skin barrier.
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The idea for the remix came about when the monologue in the brand's commercial reached meme status three years ago on social media, where different creators would use "It's Me, Your Dry Skin" in a comedic context.
From there, the brand leaned in on the jokes and found the perfect opportunity to join the conversation and be part of the fun.
"Recognizing the growing power of fandom, we’re building a stronger brand-consumer connection and a true sense of community.
Our social listening revealed a surge of user-generated content incorporating the 'Hey, It’s Me' jingle from our TV commercials, ranging from TV screen karaoke renditions to creative fan edits," CeraVe Global Head of Digital and Social Kelly Buchanan Spillers told Muse.
The remix, part of the brand's larger “Moisturize Like a Derm” campaign, is now live across CeraVe's social media channels, with supporting content from its tapped-on influencers.
The commercial has since been viewed 32 million times on YouTube alone.
It serves as a great example of influencer marketing, and how brands can tap into younger markets by partnering with known and familiar faces.
Collaborating with top marketing agencies specialized in producing unique and effective influencer content strategies also ensures the success of such campaigns.
A Certified Bop
The 30-second remix video starts off by taking the iconic monologue and looping it over and over again like a house track you'd hear in the club.
Viewers then see the influencers taking turns dancing in front of the camera as they rub their arms with CeraVe moisturizer, forming a "V" shape on their skin.
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The spot then takes an "edutainment" route by educating viewers on the lotion's contents and benefits, like containing essential ceramides and boasting 72-hour hydration to restore your skin.
"Developed by derms," the screen writes, as the beat and the commercial end.
Previously, CeraVe teamed up with actor Michael Cera for an award-winning Super Bowl campaign.
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