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Cerave: Driving higher consideration to purchase, especially for Gen Zs

In partnership with LoopMe

Cera Duke of Somerset Mi XR 15 Little Somerset St E1 8 AH London 065

Advertiser: CeraVe

Campaign Duration: 22 July – 4 August

Background & Objectives: CeraVe launched its new Foaming Cleanser with the goal of building strong market awareness, particularly among Gen Z consumers who are highly engaged in skincare and beauty routines.The campaign set out to understand the impact of DOOH exposure on key brand initiatives -Ad Recall, Awareness, Consideration, Perception and Purchase Intent – for CeraVe’s foaming cleanser, while also identifying which audiences were most receptive to CeraVe’s creative.

Brand awareness

One in three respondents were familiar with the brand, and exposure to the campaign generated a 5.5% uplift in awareness.

Ad recall

Ad recall saw a modest overall uplift, with the most pronounced impact among younger audiences - successfully aligning with the campaign’s goal of reaching Gen Z. While women reported higher recall overall, men in the exposed group showed a greater uplift compared to their control counterparts.

Consideration & intent

Consideration increased by around 4%, indicating the campaign effectively primed audiences to take action. Purchase intent showed the strongest uplift, rising above CeraVe’s existing customer base, and exposure also increased intent to research beauty products.

Perception

CeraVe scored highest for value-for-money, with exposed respondents rating the brand more positively than those in the control group.

+5%

Brand awareness

+21%

Consideration & intent

+31%

Value for money perception

15%

Intent

Methodology

LoopMe, an AI-driven campaign effectiveness tool, was used to measure how the DOOH activity influenced awareness, recall, perception and intent among audiences exposed to Alight Media screens.

To achieve this, GDPR-compliant mobile location data identified users likely exposed to Alight Media’s DOOH screens, alongside a matched control group unlikely to have seen the campaign. Both groups received mobile brand-lift surveys, allowing LoopMe to isolate and measure the uplift driven specifically by DOOH exposure.