Gotham, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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Gotham, Inc. Contacts
|Laurie D.||President & Chief Executive Officer||NY|
Sample of Related Brands
|Shanna C.||Director, Strategy & Beauty||NY|
|Barrett Z.||Director Brand Partnerships & Managing Partner||NY|
|Denise P.||Director, Project Management||NY|
|Taylor K.||Account Director||NY|
Female Opps: L'Oreal's CeraVe experiences high sales from new initiative (Score 57)
BPCM, which handled influencer engagement. Robust digital and social media buys amplified the campaign's reach beyond influencers' TikTok followers. The campaign also involved other types of experiential work; panel guests could enjoy social media-worthy photo opportunities.
In the end, over 5k people watched this event virtually via the live stream and a live TikTok stream. People made over 420 social media posts and stories related to the event. Sales for CeraVe's core cleansers increased by more than 52% YOY during the week of the event. Since it went so well, I expect the brand to invest in similar initiatives in the future; sellers should get in touch soon to secure last-minute ad dollars from similar future events.
According to iSpot, CeraVe has spent approximately $32.2m on national TV commercials YTD, 33% more than the approximately $24.2m spent by this point last year. The brand spent around $35.6m on this channel last year after having spent 29% less, $25.2m, in 2020. CeraVe's 2022 commercials have aired during shows such as Today With Hoda & Jenna, the 2022 BET Awards, Today 3rd Hour, American Idol and Grey's Anatomy.
So far this year, Pathmatics reports the brand has allocated roughly $22.4m toward digital ads, 20% less than the roughly $27.9m allocated within the same 2021 timeframe. In 2021, CeraVe's estimated full-year spend reached $37.6m, double that of $18.5m in 2020. The brand has earned ~2.1b digital impressions YTD via desktop video/YouTube (56%), Instagram (23%), Facebook (11%), desktop display (7%), and mobile display (4%) ads.
CeraVe usually targets millennial and Gen-X women via TV, but the increasing usage of TikTok and influencers signals a younger target demographic. Therefore, sellers able to offer high-ROI strategies among female Gen-Z and millennials will have an upper hand. Per Kantar data, CeraVe also utilizes local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - L'Oreal is still Gotham.