Weekender: How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

Signup Weekender Feb.​ 15,​ 2025 | A roundup of this week’s most read stories

BROUGHT TO YOU BY — Unbounce Turn landing pages into leads—fast Launch high-converting landing pages—faster and with fewer steps. Get started with Unbounce’s new conversion-optimized templates. Start building for free.   Note from the editor Though generative AI continues to make inroads into marketing, it hasn’t always been a smooth ride for the buzzy tech. Leaders of large marketing organizations, both brand-side and agency-side, are weighing how to deepen investments in AI, but challenges remain around integrating generative technology across multiple business functions. Join us on Wednesday, Feb. 26 at 2 p.m. ET for our virtual event, Assessing AI’s Role in Marketing for 2025, to hear from a panel of industry leaders on the considerations surrounding generative AI. During the event, we’ll discuss the latest intersection of marketing and generative AI and feature insights from numerous experts, including analysts, agency executives, brand marketers and more. The event will be hosted by Marketing Dive and is free to attend. Those interested in attending can register for the event here: https://events.industrydive.com/events/ais-role-in-marketing-for-2025?utm_source=MD&utm_medium=Ed-Notes-Weekender&utm_campaign=Q12025MarketingDiveLive. Don’t forget, registration for the event is completely free — be sure to share the link with colleagues who may also be interested in attending. As always, thanks for reading. Jess Deyo Editor, Marketing Dive Email How CeraVe's latest culture-hacking campaign brings 'medutainment' to 'SNL' The L'Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product. Super Bowl LIX: Analyzing the game's advertising and engagement data The big game's ads, broken down by key stats reflecting cost, reach, performance and more. Coke rolls out an ice cream truck to boost new orange cream flavor Soundtracked by Mariah Carey's "Fantasy," ads for the latest launch tap into childhood nostalgia. Sponsored Content by Industry Dive The fate of SEO in 2025: 5 AI-driven shifts to watch A recent survey by The Information reveals 77% of its subscribers are using traditional search less. Is it time to say goodbye to SEO for good? Read now. DoorDash suggests a 'Threesome' in racy Valentine's Day ads The delivery platform is offering special "spicy" bundles for the holiday that feature its first partnership with an intimate wellness company. Q&A Welch's CMO on shaking off staid marketing, embracing experiential Scott Utke, who says Welch's previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster.  Publicis Groupe is confident in the face of expected industry tumult The industry landscape could change dramatically if the Omnicom-IPG merger goes through, said Publicis CEO Arthur Sadoun on a call with analysts.  Recommended For You Improve your recommendations: click here to update your profile. Deep Dive Just did it: Women-focused Super Bowl LIX ads score as other marketers falter Nike's first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing. Win Over Consumers with Data-Driven Campaigns In this playbook, we’ll explore how collecting and understanding data can help you create hyper-personalized campaigns that resonate with consumers. Download Now From Our Library Webinar - on demand Winning in the Attention Economy: Strategies to Break Through the Noise Custom content for Canva View all resources Best of What We're Reading Ad Age IPG plans $250 million restructuring after quarterly revenue and profit fall Marketing Brew Legislators ask DoubleVerify, IAS for answers after new report finds ads next to explicit content CIO Dive How Mondelēz laid the groundwork for a major digital overhaul The Wall Street Journal AI Agents Are Everywhere…and Nowhere Social Media Today BuzzFeed Looks to Launch Its Own, More Positive Social Media Platform Variety YouTube Viewing on TV Now Surpasses Mobile, Desktop in U.S. Suggest a story we should read Upcoming Events 26 FEB Virtual Event | 2 p.m. ET Assessing AI’s Role in Marketing for 2025 Presented by Marketing Dive 23 APR Virtual Event | 2 p.m. ET Sharpening the picture on connected TV marketing Presented by Marketing Dive Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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