CeraVe Strategic Marketing Analysis
GIT402/502 New Media Internet Technology
Arizona State University | Professor Phil Clark
3/13/23–4/28/23
Introduction
I examine product offers, market presence, design components, target market, advertising techniques, and social media presence in this CeraVe brand audit. To better align marketing initiatives with the brand's core values and messaging, I suggest adopting influencer collaborations, customizing campaigns, and focusing on younger audiences. By making these changes, I hope to appeal to a wider population and generate brand awareness, consumer engagement, and loyalty.
Content Strategy
Brand Audit & Content Strategy
This presentation displays a complete brand audit and original content strategy for CeraVe, developed as part of a GIT 435/535 assignment focused on web management and e-commerce (a 25-page audit).
Using the framework — Audience → Message → Medium → Call-to-Action → Value Over Time — this section evaluates CeraVe’s current approach and presents original strategies designed to strengthen engagement, deepen brand loyalty, and guide long-term content planning.
Documentation
A strategy-focused collection of written works and marketing plans.
Blog Article with Promotion Plan
This content piece combines an educational blog article with a focused promotion plan designed to drive mid-funnel engagement. Centered around the power of ceramides and natural ingredients, it positions CeraVe as both a trusted skincare authority and a brand that empowers users through knowledge and accessible resources.
Content Marketing & Repurposing Plan
This piece outlines a 6-month strategy for CeraVe that focuses on content repurposing, or “apple saucing.” By transforming core content into multiple formats across platforms, the plan aims to extend reach, reinforce messaging, and build long-term brand value through smart, efficient reuse.
Data Graphic Poster
This poster highlights the benefits of CeraVe products across common skin concerns, using a data-driven approach to educate users in the intent stage of the marketing funnel.
Designed for social media, blogs, or digital publications, the graphic presents ingredient insights, product recommendations, and the broader skincare journey in a format that’s informative and easy to digest.
What I Learned?
Beyond technical skills, this project reinforced how human-centered design isn't just a concept because it's a process
that requires thinking ahead, predicting struggles, and proactively solving them through thoughtful interaction design.