CeraVe · 2023
CeraVe Skin Lab
A skincare lab you can walk through.
- Format
- Custom brand store
- Revenue
- $525K CA / $367K MX
- Markets
- Canada, Mexico
- Flight
- Aug 30 – Oct 8
Idea
An explorable Skin Lab built as a custom brand store, with an innovation room, a skin-type gallery and an ingredients lab to move through rather than a product grid to scroll.
Finding
Measured against CeraVe's own Product Selector, the Skin Lab drew stronger click-through, detail-page views and new-to-brand rate, and a lower return on ad spend. The format proved to be a consideration driver rather than a conversion one. People came in to learn, and stayed markedly longer doing it.
Results
- 25.7s
- Average daily dwell time, 43% above the 18s benchmark
- 450.5
- Average daily page views, 12% above the 403 benchmark
- 49.2%
- New-to-brand rate, 34% above benchmark
- 19.0M
- Impressions, 18% over the 16.1M estimate
- $5.15
- Return on ad spend, targeted order
- 33K
- Brand store views to date
The work itself. Scroll or use the arrows.
