ADS are served to consumers daily

1.

FILAD 2024 STRATEGY
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2.

4,000 TO 10,000
ADS ARE SERVED TO CONSUMERS DAILY
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SOURCE : FORBES

3.

CONSUMERS ARE TIRED OF
TRADITIONAL ADVERTISING
…AND SO ARE WE!
Skip this ad? Generation Z are ignoring
ads at all costs
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4.

CONSUMERS HAVE A NEW FAVORITE BUTTON
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5.

Why are consumers skipping ads?
Never the right time
Boring
Inauthentic
It is clearly an ad
Not interesting
The list goes on and on….
The list goes on and on…
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6.

HOW
DO WE HACK
THE TRADITIONAL
ADVERTISING
LANDSCAPE ?
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7.

BY BUILDING A TROJAN HORSE
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8.

AND DISGUISE OURSELVES
AS THE MOST ENTERTAINING CONTENT
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9.

AND WHO MAKES THE MOST
ENTERTAINING CONTENT ?
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10.

THE ENTERTAINMENT
AND MOVIE INDUSTRY
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11.

STRONG PERFORMANCE OF
MOVIE CONTENT ON YOUTUBE
MEDIA & ENTERTAINMENT TRAILERS GENERATED
6X LIFT IN CONSIDERATION
VS. NON-MEDIA & ENTERTAINMENT VERTICALS
WATCHTIME AVERAGE FOR A TRAILER
IS 60-70%
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12.

LET’S
BETWEEN
ADVERTISING & EDUTAINMENT.
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13.

LET’S GO TO THE CINEMA…
THE CERAVE WAY
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14.

SO…
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15.

Welcome to
FILAD 2024
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16.

AN ADVOCACY STRATEGY BUILT IN 2 PHASES
PHASE 1: THE TEASE
PHASE 2: THE MOVIE MAGIC
GOAL: TEASE AND CREATE EXCITEMENT
ABOUT THE MATCHMAKER CONCEPT
GOAL: PROMOTE THE HERO MOVIE BY
LEANING INTO CINEMA CODES &
CREATORS
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17.

FILAD HIGH IMPACT ADVOCACY STREAMS
POST-HERO MOVIE
PRE-HERO MOVIE
THE
MATCHMAKER
DERMS WILL MATCH
INFLUENCERS WITH THEIR
PERFECT MATCH, CERAVE AM
LOTION!
MOVIE
REVIEWERS
MOVIE POSTER
DESIGNERS
MOVIE MAKERS
MOVIE REVIEWERS WILL
RATE AND REVIEW ”THE
ONE UNDER THE SUN”
MOVIE POSTER
DESIGNERS WILL CREATE
THEIR OWN CERAVE
MOVIE POSTER
CONTENT CREATORS
WILL PRODUCE THEIR
OWN ORIGINAL CERAVE
FILM USING A FLEXIBLE
PLUS EXCITING ADVOCACY
FUN BOXES!
PRIORITY
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BRIEF

18.

MATCHMAKER
INFLUENCER BRIEF
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19.

ARE YOU HAVING A HARD TIME FINDING
YOUR PERFECT MATCH?
THERE ARE A LOT OF OPTIONS OUT THERE,
YET SOMETIMES IT FEELS IMPOSSIBLE TO
FIND THE ONE.
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20.

NO WORRIES, CERAVE IS HERE TO HELP!
A DERMATOLOGIST WILL BE YOUR
MATCHMAKER, HELPING YOU FIND THE
PERFECT MATCH FOR YOU…OF SPF THAT IS!
COME MEET THE MATCH:
THE CERAVE AM FACIAL
MOISTURIZING LOTION WITH SPF
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21.

THE MATCHMAKER
THE BRIEF:
A CeraVe dermatologist will be your matchmaker to help you find the
perfect SPF match for you! You will receive a mysterious package in
the mail, explaining how “You’ve Been Matched” by a dermatologist.
They will introduce you to your match, the CeraVe AM Facial
Moisturizing Lotion with SPF.
This campaign is a parody on relationship matchmakers, only instead
of a romantic partner you will be matched with a SPF…(which to us
are equally as important!)
The CeraVe AM Facial Moisturizing Lotion will surely be the one
you’ve been looking for, as it helps hydrate your skin and provides
sun protection in just one step!
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22.

MATCHMAKER ADVOCACY BOX
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23.

THE JOKE OF THE VIDEO: DOUBLE MEANINGS
WE LIKE THE SAME THINGS IN RELATIONSHIPS AS WE DO
IN THE CERAVE FACIAL MOISTURIZING LOTION WITH SPF
Feel free to use some of these examples or create your own:
WHAT I LOOK FOR…
THEY SHOULD PROTECT ME!
THEY AREN’T JUST A SUMMER
FLING
THEY AREN’T MESSY
THEY WON’T BREAK ME OUT
THEY DON’T SMELL BAD
THEY SUPPORT ME EVEN THOUGH
I’M SENSITIVE
BOTH!
THEY ARE WITH ME EVERY DAY
THEY AREN’T GREASY
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24.

HOW TO STRUCTURE YOUR VIDEO
THE HOOK
THE BUILD UP
THE REVEAL
Tell your audience how
you went to see a
matchmaker.
Explain more about what
led you to the
matchmaker and what
specific characteristics
you are looking for in a
perfect match.
Show how the
“matchmaker” you saw
was a dermatologist and
“your perfect match” was
the CeraVe AM Facial
Moisturizing Lotion with
SPF.
Use the PR box as a tool
to set up the story.
Have fun using the
double meanings!
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Unbox the PR box here!

25.

MATCHMAKER
DERM BRIEF
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26.

APPROACH 02
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26 | Confidential Information, Property of 72andSunny.
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27.

APPROACH 04
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27 | Confidential Information, Property of 72andSunny.
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28.

APPROACH 04
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29.

So, what’s in the box?
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29 | Confidential Information, Property of 72andSunny.
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30.

When they open the
box…
Our influencers will first
find a note from Dr.
Nozile.
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30 | Confidential Information, Property of 72andSunny.
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31.

Next they’ll find their
match, resting comfortably
on a bed of blue rose
petals.
But wait – there’s more.
31 | Confidential Information, Property of 72andSunny.
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32.

Under the rose petals will
be matching t-shirts — yes,
one is tiny – that play on
the recent trend of couples
making ironically corny
matching shirts for each
other.
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32 | Confidential Information, Property of 72andSunny.
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33.

And lucky for us, matching couples tees are a huge trend right now
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33 | Confidential Information, Property of 72andSunny.
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34.

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34 | Confidential Information, Property of 72andSunny.
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35.

DESIGN
INT’L
BOTTLE
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35 | Confidential Information, Property of 72andSunny.
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36.

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36 | Confidential Information, Property of 72andSunny.
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37.

After they throw those on,
they’ll find a small “poster”
with one more note from
Nozile showing that the
matchmaker has been so
popular, they’ve even made
a biopic about him.
This will have a QR code
so our influencer can
watch the trailer.
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37 | Confidential Information, Property of 72andSunny.
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38.

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38 | Confidential Information, Property of 72andSunny.
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39.

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39 | Confidential Information, Property of 72andSunny.
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