How did CeraVe’s brand perception and Ad Awareness grow?

Over the past few years, CeraVe has gone all-in on high-impact marketing — pairing its dermatologist-backed credentials with blockbuster campaigns, A-list celebrities and prime-time visibility.

From its viral 2024 Super Bowl stunt featuring actor Michael Cera, to its ongoing NBA partnership and latest campaign starring Kevin Durant, the skincare brand has leaned into culturally relevant, conversation-driving moments to scale awareness.

But how has this translated into tangible brand growth? YouGov BrandIndex data offers insight into how CeraVe’s perception has evolved among U.S. consumers.

How much has CeraVe’s overall brand perception increased?

Comparing net Index scores (which take the average of our Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores) from January 1, 2024 (22.3) to March 15, 2026 (28.5) shows an overall increase of 6.2 points.

Individual brand health metrics show similar upward movement. Impression scores, which track overall sentiment, rose by 6.9 points over the period. Quality scores saw the largest increase, climbing 7.6 points from 27.0 to 34.6, suggesting stronger consumer confidence in the brand’s product performance. Satisfaction also improved steadily, rising by 5.2 points, indicating that existing users continue to respond positively to CeraVe’s offerings.

How did CeraVe increase Ad Awareness?

Advertising activity appears to align with these gains. CeraVe’s Michael Cera campaign, which began four weeks ahead of Super Bowl LVIII and culminated during the game, saw Ad Awareness increase from 16.1% on January 15, 2024, to a peak of 24.7% by April 8, 2024. Subsequent increases align with the NBA partnership announcement in October 2025 and the launch of the “Moisturise Like a Derm” campaign featuring Kevin Durant.

Has CeraVe become more likely to be chosen by consumers?

Consumer consideration has also trended upward. The proportion of US consumers likely to choose CeraVe for their next purchase increased from 21.2% on January 1, 2024, to 27.8% on March 15, 2026.

Overall, CeraVe’s investment in high-profile, culturally relevant campaigns appears to be delivering returns that go beyond short-term visibility. From the viral impact of its Super Bowl moment to sustained activations with the NBA and Kevin Durant, each campaign aligns with measurable gains not just in Ad Awareness, but in how consumers perceive the brand, and whether they choose it. Together, the data suggests these big-budget bets are helping to strengthen both brand equity and purchase intent over time.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Index score is an average of Impression, Value, Quality, Satisfaction, and Recommend scores. Index score is reported as net scores from –100 to +100, based on daily surveys of U.S. adults. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Scores are shown as an 8-week moving average with an average daily sample size of 4,200 U.S. adults. The observation period in this analysis is from January 1, 2024, to March 15, 2026.