Playbook replay
Competitor roster mining
Find creators already posting about a competitor.
A real Naise session, redacted before publishing. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
My read: CeraVe is running a broad paid-partner layer, but the most useful benchmark is the split between disclosed comic/lifestyle partners, derm/ingredient critics, and organic meme/fan posts. The paid posts are not all skincare-native, which is important: CeraVe is buying cultural reach, not just beauty credibility.
| # | Creator | Platform / market cue | Recent CeraVe cue | Relationship to CeraVe | Benchmark value |
|---|---|---|---|---|---|
| 1 | Creator A | TikTok · Spanish-language | 60.2M views, 17M followers, #publicidad, #ceravemx | Paid partner | Best reach benchmark. CeraVe is using comedy/entertainment scale, not just beauty authority. |
| 2 | Creator B | TikTok · relationship/comedy | 21.7M views, 466K followers, #CeraVePartner | Paid partner | Strong example of non-beauty creator translating product benefit through a relationship metaphor. Low ER, but huge reach. |
| 3 | Creator C | TikTok · Spanish-language entertainment | 5.6M views, 10M followers, “Publi” + Creator D | Paid partner | Mass-awareness partner. Useful if benchmarking how CeraVe casts big entertainment creators for skincare. |
| 4 | Creator E | TikTok · dad/lifestyle comedy | 3.8M views, 9M followers, #ceravepartner, #publicidad | Paid partner | Strong family/lifestyle angle. CeraVe is normalising skincare through “dad gets back into routine” content. |
| 5 | Creator F | TikTok · comedy/lifestyle | 3.3M views, 1.1M followers, “Publi”, #ceraveEspaña | Paid partner | High-performing comedic trial format. Good benchmark for creator-led “first time trying” product entertainment. |
| 6 | Creator G | TikTok · South Africa | 1.7M views, 206.7K followers, Creator D, #CeraVeZA, #Skincidents | Likely paid / campaign participant | Strong regional activation signal. Campaign language suggests CeraVe is localising around winter skin incidents. |
| 7 | Creator H | TikTok · French-language beauty/lifestyle | 896.4K views, 3.7M followers, Creator D, sunscreen campaign tag | Likely paid / campaign participant | Good benchmark for suncare expansion. The post sells portability and “always in pocket” behavior, not ingredient education. |
| 8 | Creator I | TikTok · beauty/lifestyle | 519.5K views, 1.2M followers, #cerasquad2026, #ceravepartner | Paid partner | Cleanest benchmark for always-on ambassador/seeding language. Lower reach than the comedy creators, but closer category fit. |
| 9 | Creator J | TikTok · hair/lifestyle | 363.5K views, 1.4M followers, “AD”, #ceravepartner | Paid partner | Shows CeraVe expanding into hair/scalp adjacency, not only face/body skincare. |
| 10 | Creator K | TikTok · South Africa | 123K views, 472.1K followers, #ad, #CeraVeZA, #Skincidents | Paid partner | Strong engagement benchmark for regional micro/mid casting. Better fit for localized creator lists than global celebrity reach. |
| 11 | Creator L | TikTok · meme/comedy | 1.8M views, 3.1K followers, #cerave, no disclosure | Organic fan / meme use | Useful organic benchmark. Small account, huge overperformance, likely driven by humor rather than brand relationship. |
| 12 | Creator M | TikTok · health/news commentary | 9M views, 138.5K followers, CeraVe safety claim | Earned negative commentary | Not a fan or partner. Important competitor-risk benchmark: ingredient-safety commentary can outperform paid partner posts on engagement depth. |
| 13 | Creator N | TikTok · ingredient watchdog | 595.8K views, 316 followers, benzene/lawsuit framing | Earned negative commentary | Tiny account with outsized reach. This is the “risk creator” category CeraVe has to monitor, not cast. |
| 14 | Creator O | X / web campaign | 287K views on one X post, #ceravepartner | Paid celebrity partner | CeraVe is using sports celebrity fiction: “Head Coach of CeraVe” for anti-dandruff shampoo. This is brand-world building, not classic product review. |
| 15 | Creator P / Creator Q / Creator R | X / basketball media | #ad / #ceravepartner posts around Carmelo concept | Paid amplification partners | These are not beauty creators. They are media-distribution partners used to make the Carmelo concept feel like sports news. |
| 16 | Creator S / Phuwin fandom ecosystem | X + Instagram-adjacent Thailand signal | #CeraVeCleanserxPhuwin, #CeraVexPhuwinPermpoon, brand/fan amplification | Likely paid talent-led campaign, self-post not fully verified here | Strong SEA benchmark. CeraVe Thailand appears to be using Thai entertainment fandom mechanics to drive cleanser visibility. |
Casting takeaway: if you are benchmarking against CeraVe, do not only cast derms and skincare creators. Their current playbook uses three layers: mass entertainment partners for reach, regional lifestyle creators for localized product behavior, and media/fandom amplification to make a campaign travel outside beauty feeds.
The organic fan signal is thinner but sharper: small creators can spike hard when CeraVe becomes a meme, routine staple, or controversy topic. For a competitor casting list, I would separate “creators to cast” from “creators to monitor” because the ingredient-watchdog accounts are high-impact but brand-risky.
Naise created an artifact
Who is posting about the rival, split by relationship, with the casting standard their paid layer implies.
The split
| Group | Why it matters |
|---|---|
| Disclosed partners | Their casting standard |
| Derm / ingredient critics | Where the scrutiny comes from |
| Organic mentions | Available, not under contract |
Each row carries platform, market cue, the recent CeraVe cue that placed them, and its benchmark value. Handles are masked.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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