{"id":12243,"date":"2024-07-17T10:43:05","date_gmt":"2024-07-17T15:43:05","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=12243"},"modified":"2024-07-17T10:43:05","modified_gmt":"2024-07-17T15:43:05","slug":"cerave-revoluciona-la-publicidad-con-una-telenovela-de-skincare-los-cleansington","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/cerave-revoluciona-la-publicidad-con-una-telenovela-de-skincare-los-cleansington\/","title":{"rendered":"CeraVe revoluciona la publicidad con una telenovela de skincare, \u00abLos Cleansington\u00bb"},"content":{"rendered":"<p>En un movimiento audaz y creativo,\u00a0<strong>CeraVe ha lanzado una nueva campa\u00f1a de marketing en forma de telenovela liderada por creadores de contenido<\/strong>, siguiendo el \u00e9xito de su enfoque durante la Super Bowl, que le vali\u00f3 un\u00a0<strong>Grand Prix en Cannes Lions.<\/strong>\u00a0Esta vez, la marca ha decidido evitar una conspiraci\u00f3n en redes sociales y ha optado por una\u00a0<strong>parodia en formato telenovela para ense\u00f1ar la correcta limpieza facial.<\/strong><\/p>\n<p>La campa\u00f1a, creada por la agencia 72andSunny, presenta\u00a0<strong>una telenovela sobre el cuidado de la piel protagonizada por la actriz Xochitl Gomez, conocida por su papel en \u00abDoctor Strange y el Multiverso de la Locura\u00bb y el dermat\u00f3logo influencer Dr. Dustin Portela<\/strong>, un colaborador frecuente de la marca perteneciente a L\u2019Or\u00e9al. Este extravagante \u00abmini drama\u00bb, estrenado en YouTube, sigue a la familia \u00abCleansington\u00bb (Xochitl Cleansington, sus padres, su abuela y el perro de su abuela) mientras se unen a Portela para\u00a0<strong>enfrentar a su \u00abmalvado hermano gemelo\u00bb, quien se hace pasar por dermat\u00f3logo y enga\u00f1a a la familia para que reemplace su limpiador facial CeraVe por barras de jab\u00f3n de manos.<\/strong><\/p>\n<p><iframe loading=\"lazy\" title=\"CeraVe Cleanse Like A Derm \u2013 A CeraVe Soap Opera\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/9tlxhnGyqYM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\"><\/div>\n<\/figure>\n<p>&nbsp;<\/p>\n<h2 class=\"wp-block-heading\">La telenovela de CeraVe que te ense\u00f1a a hacerte el skincare correctamente<\/h2>\n<p>La trama se basa en una investigaci\u00f3n reciente de CeraVe que encontr\u00f3 que\u00a0<strong>el 43% de los consumidores usa jab\u00f3n de manos tradicional para lavarse la cara<\/strong>. Los personajes de Gomez y Portela demuestran h\u00e1bitos de limpieza facial m\u00e1s apropiados, como quitarse el maquillaje antes de dormir, lo cual Xochitl Cleansington intenta hacer al inicio del video antes de descubrir que su botella de limpiador facial est\u00e1 vac\u00eda y sus armarios est\u00e1n llenos de barras de jab\u00f3n.<\/p>\n<p>Pero la telenovela es solo el punto de partida.<strong>\u00a0Similar a\u00a0la campa\u00f1a del Super Bowl que cont\u00f3 con Michael Cera, esta estrategia de marketing se despliega en varias fases.\u00a0<\/strong>En la primera fase, influencers prankan a sus parejas rom\u00e1nticas, amigos o familiares mostrando rutinas de limpieza facial escandalosas.<\/p>\n<p>Creadores de contenido como\u00a0<strong>Charli D\u2019Amelio<\/strong>, la presentadora de podcast<strong>\u00a0Bobbi Althoff,<\/strong>\u00a0y los propios Gomez y Portela participan en esta campa\u00f1a. Posteriormente, los dermat\u00f3logos influencers de CeraVe compartir\u00e1n videos reaccionando a estas t\u00e9cnicas inapropiadas de lavado facial. En la fase final, los mismos creadores har\u00e1n sus propias mini telenovelas que<strong>\u00a0destacan los h\u00e1bitos de limpieza recomendados por los dermat\u00f3logos.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: Marketing Directo<\/p>\n<p>https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/cerave-revoluciona-publicidad-telenovela-skincare<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un movimiento audaz y creativo,\u00a0CeraVe ha lanzado una nueva campa\u00f1a de marketing en forma de telenovela liderada por creadores de contenido, siguiendo el \u00e9xito de su enfoque durante la Super Bowl, que le vali\u00f3 un\u00a0Grand Prix en Cannes Lions.\u00a0Esta vez, la marca ha decidido evitar una conspiraci\u00f3n en redes sociales y ha optado por [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":12244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CeraVe revoluciona la publicidad con una telenovela de skincare, &quot;Los Cleansington&quot; | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/cerave-revoluciona-la-publicidad-con-una-telenovela-de-skincare-los-cleansington\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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