How Gen Z Helped Drive the “Head of CeraVe” Campaign

CeraVe has long been a favorite among dermatologists and skincare enthusiasts, but in 2025, the brand set out to create an unforgettable moment that would speak directly to Gen Z. Enter the “Head of CeraVe” campaign — a star-powered rollout featuring NCAA basketball phenom Paige Bueckers, NBA All-Star Anthony Davis, and TikTok megastar Charli D’Amelio.The campaign spotlighted CeraVe’s new anti-dandruff and hydrating shampoo, with an unforgettable moment at a UConn women’s basketball game: CeraVe stationed dermatologists courtside as a cheeky nod to their medically backed reputation. But it was what happened off the court that took the campaign to the next level.<h2>📱 Activating Gen Z Through UGC</h2>To generate buzz on the ground and online, CeraVe partnered with Home From College to mobilize a group of 24 UConn students. These student creators ranged from micro to macro influencers on TikTok, representing a wide range of voices and communities on campus.Each student was briefed to:<ul><li>Blend the courtside dermatologist footage with personal commentary</li><li>Share authentic reactions to the stunt</li><li>Post in real-time to tap into momentum from the live event</li></ul><reactembed src="https://www.tiktok.com/@_emily_tik_tok_/video/7470702833138945322" alt="" title="emily-dermatologists" type="tiktok"></reactembed><h2>📊 Key Results at a Glance</h2><ul><li>24 student creators activated</li><li>74,000+ video views</li><li>5,700+ engagements</li><li>7.6% average engagement rate</li><li>5-day campaign turnaround (briefing to posting)</li></ul>The campaign was short, sharp, and full of Gen Z energy—and proved that the best marketing moments are the ones students want to talk about themselves.<reactembed src="https://www.tiktok.com/@patrick.oatman/video/7470714515164843310" alt="" title="patrick-cerave" type="tiktok"></reactembed><h2>🏀 Why It Worked: Cultural Relevance Meets Campus Credibility</h2>Paige Bueckers isn’t just a name on a roster at UConn—she’s a campus icon. By building the campaign around her, CeraVe tapped into school pride, pop culture, and student credibility in one shot.The “Head of CeraVe” moment stood out not only for its creativity but for how it was brought to life by actual students who understood their peers’ sense of humor, social behavior, and skincare obsessions.🚀 Want to Make Your Next Campaign a Campus Moment? From courtside to newsfeed, Gen Z brought this brand moment to life. Interested in having Gen Zers help highlight your next marketing campaign? Let’s chat.

How 24 student creators brought a buzzy brand moment to life at UConn.

Congrats, you’ve been accepted to a GIG - the hard part is over! Once you’ve been accepted, you will automatically receive email notifications and reminders to sign up for payment processing through the H\FC platform.&nbsp;Just head to your H\FC Dashboard, and select the GIG for which you were accepted.&nbsp;<figure><img src="https://d3lrqzm3fer3ds.cloudfront.net/blog-media/1/1693764025558.png" alt="student dash payments" title="student-dash"><figcaption>Signing up for payments from your Dashboard.</figcaption></figure>When you do, you will be prompted to enter a few pieces of information, including your banking info. This way, when companies submit payments, they are paid directly to participant’s linked bank accounts.&nbsp; <figure><img src="https://d3lrqzm3fer3ds.cloudfront.net/blog-media/1/1693757800426.png" alt="signing up for payment processing" title="how-to-for-students_-how-to-get-paid-on-h_fc"><figcaption>Signing up for payments on platform.</figcaption></figure> Once you are all set up, you will be able to see your payment history on your Dashboard, as well as in your GIG Portal.<figure><img src="https://d3lrqzm3fer3ds.cloudfront.net/blog-media/1/1693757920173.png" alt="Payment History" title="Payment Dashboard"><figcaption>Your payment history on H\FC.</figcaption></figure>Payments are processed monthly, and you can check your upcoming payment dates on your GIG Portal. All in the Monthly Tracking section.&nbsp; A reminder that once payments are processed, it will typically take 1-2 business days for funds to reflect in your bank account.&nbsp;Have more questions we haven’t answered here? Head to our <a target="_blank" rel="noopener noreferrer" href="https://homefromcollege.com/about/faq">FAQ</a> or email us at community@homefromcollege.com.

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In Spring 2025, OUAI partnered with Home From College to launch a student-led sampling campaign aimed at introducing their top beauty SKUs to Gen Z students across the U.S.By empowering a group of socially connected college ambassadors, OUAI was able to distribute over 9,600 product samples in trusted student environments—boosting brand recognition, trial, and purchase intent where Gen Z lives, studies, and socializes. Here’s a breakdown of how the program worked—and what made it so effective.<h2> 🧠 The Strategy: Brand Ambassadors Meet Peer-to-Peer Sampling</h2>Rather than rely on digital-only channels, OUAI doubled down on authentic peer-led sampling. The brand partnered with 15 highly involved student ambassadors across three key campuses to serve as the on-the-ground face of OUAI. Ambassadors were responsible for: <ul><li>Coordinating sample distribution through clubs, Greek life, and campus organizations </li><li>Identifying high-traffic moments on campus such as midterms, formals, and wellness fairs </li><li>Reaching students in a way that felt personal, relevant, and rooted in real community </li></ul><figure><img src="https://d3lrqzm3fer3ds.cloudfront.net/blog-media/117/1749753235323.png" alt="OUAI x H\FC Highlights" title="OUAI x H\FC Highlights"></figure><h2> 📦 Program Highlights</h2><ul><li>15 Student Brand Ambassadors </li><li>9,610+ samples distributed </li><li>4,770+ direct peer-to-peer interactions </li><li>45 sampling activations across 70+ student groups </li><li>730+ post-campaign survey responses </li></ul><h2>🎯 Targeted Sampling That Created Real Buzz</h2>Ambassadors were trained to identify high-traffic, high-trust moments on campus—whether that was midterm de-stress events or sorority chapter meetings. Some of the top-performing moments included: <ul><li>Delta Gamma Girls’ Night In at Alabama </li><li>SDSU PRSSA and Cheer Team collabs </li><li>Texas 180 Degree Consulting sampling at UT Austin </li><li>Wellness Society tabling and peer-led giveaways </li></ul>These activations allowed students to try OUAI’s top SKUs—including Leave-In Conditioner, Scalp Scrub, and North Bondi fragrance—while connecting the brand to self-care, beauty routines, and community moments. <h2> 🔍 Post-Campaign Results: Survey Insights </h2>Student surveys after the campaign revealed how effective sampling and social proof can be:<ul><li>61% plan to continue purchasing OUAI products </li><li>79% said they’re likely or very likely to recommend OUAI to a friend </li></ul><h2> 🌸 Event-in-a-Box: The Ultimate Self-Care Night</h2>The “Girls’ Night In” event at Alabama’s Delta Gamma chapter was a standout activation. Featuring snacks, movies, and OUAI products, it drove instant trial and strong UGC, reaching 70+ sisters in a single night. This one event alone created tons of UGC and word-of-mouth moments that boosted awareness beyond the immediate group. <figure><img src="https://d3lrqzm3fer3ds.cloudfront.net/blog-media/117/1749753214887.png" alt="OUAI x H\FC Event In A Box" title="OUAI x H\FC Event In A Box"></figure><h2> 💡 Final Takeaways</h2>This program didn’t just distribute samples—it built lasting loyalty. By empowering real students to act as brand ambassadors, OUAI transformed its presence from a shelf at Sephora to a staple in campus bathrooms, chapter meetings, and social feeds. As Gen Z continues to value authenticity and peer recommendations, this type of program offers a blueprint for beauty brands looking to connect with the next generation of consumers. 📢 Want to activate your brand on campus like OUAI? Contact Home From College to explore ambassador programs, sampling campaigns, and Gen Z strategy.

Discover how OUAI partnered with Home From College to run a successful Gen Z campus ambassador program that drove 9,600+ samples.

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