Choose Influencers like a Marketing Genius | Case Study: CeraVe Africa

CeraVe recently launched in Africa, and more specifically in Nigeria, in partnership with e-commerce platform Konga Health (Konga’s Health division). The goal? To ensure the sale of authentic CeraVe products, and of course, take advantage of Konga’s already extensive reach & recognizability.

But that’s not why we’re here…

Let’s talk about the CeraVe campaign and how its genius selection of influencers can go a ‘looooong’ way in securing even more success & trust for the brand in Nigeria.

“Hey, it’s me!” rings true to this campaign. Not just because you might know the CeraVe brand, but even more because its Influencers need no introduction to the typical Nigerian CeraVe consumer. Their strategic selection of Influencers was a great move – here’s why;

Founder & CEO, Hello Perfect

When it comes to skincare, Onyeka is one of the best Nigeria has to offer. With over 10 years of experience, she has positioned herself as a go-to source for great information on dermatology thanks to her engaging social media videos. Her authenticity and knowledge always shine through her content, making her a valuable add to CeraVe Africa’s campaign.

Comedian, Actor

From his signature dance moves & hilarious commentary to his authentic content & popularity, Layi is definitely a fave in Nigeria. Beyond showing that CeraVe is skincare for men too, he adds a fun and flavour to the campaign that oozes a unique originality.

Music Artist

Anyone who has watched Waje for a while knows that she’s a girl’s girl. Real, true-to-self, tried & tested, a woman in her own lane & on her own journey – An Original. These descriptors definitely resonate with a skincare brand like CeraVe, which promises to give customers a reliable solution that is backed by the best.

Consultant Physician, Dermatologist at LASUTH, Nigeria

With this influencer choice, CeraVe Africa shows it prioritises the knowledge of those who know their onions. Folakemi has been rewarded several times for her groundbreaking work in dermatology from brands like La Roche-Posay and L’Oréal, and is the 2025 Young Dermatologist International Achievement (YDIA) Award recipient. This credibility goes a long way in a campaign like this.

Now, you may not have access to the CeraVe Africa marketing team to learn these things first-hand, so let’s take a look at some other tips for picking influencers

5 Quick Tips on Picking the Right Influencers;

1. Topical Alignment: Ask yourself if the Influencer in question aligns with the topics your brand covers or is associated with. This isn’t just referring to the industry they work in. Do they have the same passions as your brand? Do they speak on topics that resonate with your core or ideal customer? Answering these questions provides a strong anchor & confirms alignment for your collaboration.
2. Authenticity & Influence: Your proposed Influencer has built trust with their audience over time, and that is the trust you want to tap into. This is why ensuring the Influencer uses and actually likes/loves your products/services is important. Every collaboration needs to be genuine (with ZERO fluff). This goes a long way in tapping into the trust factor in the collaboration and with the influencer’s audience.
3. Experience with Branded Content: It is important to find out if your proposed Influencer has worked with brands before. Were they paid collaborations? Were the brands your competition? Figuring this out will help highlight existing or potential problems that should be addressed before going further.
4. Brand Safety: In choosing the right Influencers to work with, it is also highly important to protect your brand. Have a contract prepared and be willing to execute your clauses, ensure the potential Influencer understands your dos & Don’ts so they represent your brand in the best light possible.
5. Audience Demographics: Before you go as far as inking any contract, take a close look at the audience demographics of your potential influencer. Does their audience match with your potential customer demographic? Are you looking for the kinds of potential customers that exist in their following?

Image Credit: CeraVe Africa (Facebook) | @officialwaje | BellaNaija | glowfest.beyondmedplus.com |