Case Study: Cetaphil achieves triple‑industry CTR and 2.3× engagement with Verve Group's weather‑triggered ad

Cetaphil - Customer Case Study

CETAPHIL® wanted to expand awareness in the beauty category and boost sales and purchase consideration by reminding consumers that its moisturizing cream prevents winter dryness. To address this, CETAPHIL® partnered with Verve, which created a weather-triggered, location-aware campaign and targeted a custom segment of women who shopped at or lived near retailers selling Cetaphil.

Verve implemented dynamic ads that triggered under specific conditions (wind >15 mph, humidity <30%, or temperature <35°F), showed snow-inspired creative with real-time temperature, the user’s location, and the nearest Cetaphil retailers with turn-by-turn directions. The campaign delivered strong engagement: a 1.12% CTR in cold conditions (more than triple industry averages), 0.79% CTR in snow/rain (over double industry averages), and an average time spent in-ad of 43 seconds (2.3× Verve’s CPG benchmark).

Cetaphil