What makes a good campaign successful? Here's my take. 💬

One of the most interesting creator partnerships I’ve seen in the past year was the “Michael CeraVe” campaign, which pulled off a rare mix of humor, influencer marketing, and immersive storytelling. This campaign’s genius was its ability to blur the line between reality and fiction, taking audiences on a three-week journey that ended on one of the biggest stages possible—the Super Bowl. By playing into Michael Cera’s naturally awkward charm and his internet-loved yet somewhat niche appeal, the campaign sparked intrigue and viral speculation. Was he really behind CeraVe? The internet couldn’t stop talking about it.

What made it so successful was the execution across multiple channels—earned, paid, and owned media—all working together to build a convincing narrative.

It felt like an elaborate social experiment, with Cera playfully going back and forth with dermatologists, even dropping his own “Michael CeraVe” commercial to back up his claims. Then, during the Super Bowl, the brand revealed the truth: CeraVe was actually developed with dermatologists. This last-minute twist reinforced the brand’s credibility while proving how smart storytelling and cultural participation can turn a skincare brand into a cultural moment.

What's everyone's take on another innovative creator partnership?