CERAVE - HEROES BEHIND THE MASKS

Conceptualization:

50%

Implementation:

50%

CERAVE - HEROES BEHIND THE MASKS

Client:

CERAVE - HEROES BEHIND THE MASKS

Industry:

Beauty

Type:

Social Media Campaign & Content Development

Location:

Nation Wide

KPI:

100M+ viewers

CHALLENGES

CeraVe came to GRADIENT with the idea of honoring nurses across the country for their sacrifice during the unprecedented global pandemic. They wanted a series which could advocate on behalf of nurses nation wide and humanize the person behind the PPE that had become a staple uniform for out frontline workers. The program was meant to honor those who stood on the frontlines of the global pandemic, working long hours and risking their lives to save others. It would give a platform for nurses to share their stories and reveal their lives off and on duty.

STRATEGY

GRADIENT and MATTE concepted and created the Heroes Behind the Mask campaign in March of 2020. Given CeraVe’s long standing association with nurses, the program was sold as a national campaign featuring a custom website, a social media recruitment campaign, development of all social assets, selection of nurse winners, and the creation of a 4 part mini-series featuring heart-touching personal stories following the lives of 4 nurses from across the United States. The program had great success, garnering media attentional both at a local and national level. The campaign reached well over the intended 100 million views with features done in the NYT, Extra TV, local news outlets, Upworthy, and People magazine.