According to Hootsuite’s social listening data tool, Hootsuite Insights powered by Brandwatch, CeraVe received 3,710 mentions on X and 21% positive sentiment on social during the Super Bowl. After the game, the ad still dominated the conversations on traditional and social media as one of the best ads from the Super Bowl this year.

Creators are catalysts for brand loyalty

Brands are beginning to recognize that the demographics of their consumers are changing.

With Gen Z growing up and having increasingly more buying power, it’s a smart play for brands to understand who their target audience is—or rather who their target audience will be. By teaming up with creators who speak the language of younger demographics, brands can engage with them on platforms they love in a way that feels real and relatable.

Gen Z craves authenticity and diversity in the content they consume, so working with creators allows brands to tap into those desires and show that brands understand what truly matters to their audience. By delivering content that speaks to Gen Z, brands can build lasting relationships and earn their loyalty for the long haul.

A bridge between traditional media and social media

Utilizing creators for Super Bowl campaigns not only taps into their influence with younger audiences but also blends the best of both worlds: traditional TV spots and social media advertising.

Without fail every year, millions of fans are glued to their screens during the Big Game, eagerly awaiting the iconic commercials. But the magic doesn’t end there. These ads spark lively conversations and reactions across social platforms, all thanks to creators sharing them with their followers.

The excitement bursts from the TV screen and is injected into social feeds, creating a dynamic and interactive experience for everyone involved. By bringing together the power of TV and the viral nature of social media, brands ensure their message reaches far and wide, resonating with audiences wherever they are. It’s not just advertising—it’s a journey that unfolds across screens, connecting people in ways that are both memorable and impactful.

In CeraVe’s case, it engaged creators on TikTok and Instagram which helped drum up intrigue and garner attention during and after the game by merging both a traditional TV ad approach and a modern social strategy to create a genius campaign.