Jenny Lorenzo’s CeraVe video, a comedic take on skincare amnesia, achieved viral success, with millions of views and sparking widespread engagement. The video resonated with viewers due to its clever humour and relatable portrayal of skincare routines.
OBJECTIVES
- Increase brand awareness for CeraVe.
- Promote CeraVe’s online cleanser quiz.
- Drive traffic to the CeraVe website.
- Position CeraVe as a dermatologist-recommended brand.
- Entertain and engage the audience.
THE HOOK
- The exaggerated scenario: The video opens with Jenny in a hospital bed, seemingly suffering from amnesia after a head injury. This instantly grabs the viewer’s attention as it’s an unusual and unexpected situation.
- The relatable element: While amnesia is extreme, most people can relate to the struggle of finding the right skincare products. This creates an instant connection with the audience.
- Humour: The doctor confirming the amnesia about “even her skincare routine” immediately sets a light-hearted and comedic tone. This humour is further amplified by the man with the quiz suggesting it might jog her memory, highlighting the absurdity of the situation.
WHY IT WORKS
- Humour and Relatability: The video effectively uses humor to connect with its target audience. The exaggerated amnesia scenario is funny, while the underlying theme of skincare struggles resonates with viewers.
- Clear and Concise Message: Despite the comedic approach, the message about the CeraVe cleanser quiz is clear. The quiz is presented as a solution for those unsure about which cleanser is best for them.
- Strong Call to Action: The video concludes with a clear call to action, encouraging viewers to take the CeraVe quiz to find their perfect cleanser.
- Shareability: The video’s humorous nature makes it highly shareable on social media, further amplifying its reach and impact.
TAKEAWAYS
- Humour is a powerful tool for engaging audiences and increasing brand awareness.
- Relatable content can strengthen the connection between a brand and its audience.
- A clear and concise message is essential, even in comedic videos.
- A strong call to action encourages viewers to take the desired next step.
KEY ELEMENTS
- Introduction (hook): Jenny in the hospital bed, seemingly with amnesia.
- Problem statement: Jenny can’t remember her skincare routine.
- Solution (product/service): The CeraVe online cleanser quiz.
- Benefits and features: Finds the perfect cleanser, dermatologist-developed.
- Call to action (CTA): Take the CeraVe quiz.
This video follows the Problem-Agitate-Solution (PAS) framework, albeit in a comedic and exaggerated way:
- Problem: Not knowing your best skincare routine.
- Agitate: Exaggerating the problem by suggesting complete skincare amnesia due to an injury.
- Solution: The CeraVe online cleanser quiz can help solve the problem.
MAKE IT YOURS
- Replace the product: Instead of a cleanser quiz, the video could promote any product or service. For example, a software company could promote a free trial, a restaurant could promote a new menu item, or a consultant could promote a free consultation.
- Adapt the scenario: The hospital scenario could be replaced with any situation that presents a relatable problem. For example, a character could be overwhelmed by choices in a supermarket, struggling to assemble furniture, or lost in a new city.
- Maintain the humour: The key to the video’s success is its humour. Maintain a lighthearted and comedic tone to engage your audience.
- Tailor the call to action: The call to action should be specific to your business and encourage viewers to take the desired next step, such as visiting your website, signing up for a newsletter, or making a purchase.
- Consider your target audience: Tailor the humour and scenario to resonate with your specific target audience. What are their pain points? What kind of humour would they appreciate?