Cetaphil UGC Influencer Pop-Up Event Awareness Campaign
How we turned a two-day NYC pop-up into 1.5M+ views, 3.9M impressions, and a 3.22% engagement rate using TikTok and Instagram UGC creators.
The Problem
Before working with House of Marketers, Cetaphil faced several event-driven marketing challenges:
Limited organic visibility beyond attendees
Need to generate high-volume content within a short 48-hour window
Requirement to strengthen the brand’s connection with younger, social-native skincare communities
Pressure to outperform typical CPG engagement benchmarks
A goal to spark real conversation rather than one-off mentions
Need to showcase experience-led storytelling across TikTok and Instagram simultaneously
Cetaphil required a UGC-first approach that could scale content, generate emotional reactions, and push the event into the centre of social conversation.
Target audience
- Region: USA (New York & major US cities)
- Demographic: 18–35, skincare-conscious consumers, beauty enthusiasts, and sensitive-skin users
- Objective: Widen awareness, drive event buzz, and reinforce Cetaphil’s leadership in science-backed sensitive skincare
Our Approach
To amplify their Derm On Tour pop-up event in New York City, Cetaphil partnered with House of Marketers to generate large-scale UGC, build social conversation, and extend the event’s reach far beyond the physical venue.
Over a two-day creator activation, our team delivered scroll-stopping content, mass visibility, and exceptional engagement across TikTok and Instagram — driving brand love and powerful awareness uplift across skincare-focused audiences.
We executed a high-volume UGC strategy across TikTok and Instagram, using micro creators to capture real-time Derm On Tour moments and showcase the event’s energy through authentic, relatable content. By combining keyword-optimised TikTok briefings on Day 1 with flexible storytelling on Day 2, we maximised reach, strengthened algorithm signals, and kept content fresh. This approach delivered rapid visibility, strong engagement, and a sustained wave of social conversation around Cetaphil’s NYC event.
Incredible Results
- Generated 3.98M+ impressions, driving exceptional visibility for Cetaphil’s Derm On Tour across TikTok and Instagram.
- Achieved 1.58M+ video views, outperforming booked expectations by more than 217% and dominating beauty conversations for two days.
- Delivered a combined 3.22% engagement rate, exceeding CPG benchmarks by 3× and proving strong creator–audience resonance.
- Drove a 59% lift in brand awareness, strengthening Cetaphil’s position as a trusted leader in sensitive-skin care.
- Lowered CPV to just $0.013, a 91% improvement over projected costs — making UGC one of the most efficient performance drivers in the campaign.
- Produced 349 content pieces, with creators overdelivering by 16% and supplying a rich library of authentic, evergreen UGC for ongoing use.
- Achieved 100% positive sentiment, validating the event experience and reinforcing brand affinity among skincare-focused audiences.
