“Instead of showing up in spaces we know Julia is expected to be seen in, we wanted her to make an appearance and hijack a place that she wouldn’t typically visit,” Vance explained.
And so, the brand put her court side at an NBA game, a place that “aligned” with its target audiences’ interests, said Vance. “Julia was able to grab attention and get people talking.”
Ahead of its Super Bowl 58 spot, CeraVe also whipped the internet into a frenzy with pap shots that showed actor Michael Cera carrying bags filled with bottles of its moisturizer.
