Cetaphil drives 5x higher purchase rate through a Prime Video ads sponsorship campaign

Goals

Across the year, entertainment, cultural, and shopping moments create opportunities for brands to become part of the cultural fabric, to be present when attention is most concentrated, and to build lasting connections with audiences who are highly engaged.

Cetaphil sought to expand their reach among Gen Z female audiences to drive awareness of both their core cleansing line and their new product, Gentle SA. The primary objective was to position their products as essential elements of daily skincare routines, and the challenge was to place the brand seamlessly within cultural conversations, making it relevant and memorable.

Approach

When looking for the right cultural moment to connect Cetaphil with Gen Z audiences, The Summer I Turned Pretty stood out as the ideal fit. Over its first two seasons, the show had evolved from an easy summer watch to a hit series and subsequently into a cultural phenomenon.

Season One debuted in summer 2022 and became the number one show on Prime Video during its premiere weekend.¹ Season Two more than doubled that viewership within three days of its 2023 launch, sparking watch parties, social media debates, and a wave of memes that kept the show in constant conversation among young audiences.

Galderma tapped into TSITP “summer culture“ to connect with Gen Z audiences

By the time Season Three was announced as the trilogy's final season, anticipation had reached a fever pitch, with fans speculating and counting down for nearly two years. For Cetaphil, this represented a unique cultural moment that could not be missed. The brand's core Gen Z female audience overlapped directly with the show's passionate fanbase, and the summer-centric themes of the series aligned naturally with skincare routines and self-care rituals.

Galderma, working with Amazon Ads through Brand Innovation Lab, secured a Prime Video sponsorship tied to the highly anticipated third and final season.

The Prime Video sponsorship allows brands to align with a specific title through a suite of premium placements designed to surround the viewing experience in ways that can enhance it.

For Cetaphil, this included placements before and during episodes, associating the brand directly with the show's content in a contextually relevant way that would feel natural to the viewing experience.

The Brand Innovation Lab team created a co-branded campaign featuring a "summer checklist" concept that paired "summer must-dos and must-haves" with Cetaphil cleansers, while encouraging viewers to tune into the series. The creative was designed to feel like a natural extension of the show's world rather than a traditional advertisement, reinforcing the idea that Cetaphil is part of the quintessential "summer culture" that young audiences had come to associate with Cousins Beach.

In addition to the in-stream sponsorship, the campaign extended across the funnel with complementary placements chosen for their ability to reach audiences at different touchpoints. A Fire TV Feature Rotator placement drew attention at the moment viewers powered on their devices, while a custom landing page provided an immersive branded destination. High-impact homepage takeover placements on Amazon.ca drove visibility among shoppers, and a co-branded custom Brand Store page with tagged tune-in assets connected entertainment engagement directly to product discovery. Each placement was selected to move audiences from awareness through to consideration and purchase in a cohesive journey.

Galderma took it a step further. Beyond Amazon's canvas, Cetaphil activated influencers through a TSITP x Cetaphil PR box to drive organic social conversation and complement the Prime Video sponsorship. According to Janine Dizon, Influencer and PR Manager at Galderma, "We wanted to extend the life of our campaign by offering this to influencers...and connect it with everyone that has already loved the show."

Results

It was a summer of happy endings as the campaign reached 8.5M unique audiences, delivering 2.7x more impressions than planned,² and Season Three of The Summer I Turned Pretty ranked No. 1 globally on Prime Video across its launch window, reaching No. 1 in over 140 countries.

An Amazon Marketing Cloud (AMC) analysis revealed just how effectively the sponsorship moved audiences from awareness to action. When compared to non-TSITP display campaigns, the Prime Video sponsorship delivered a 5x higher purchase rate, proving that contextually relevant, premium placements drive stronger commercial outcomes.

Beyond conversion, the campaign also lifted average order value by 45%, suggesting that audiences who engaged with the sponsorship were not only more likely to buy, but more willing to explore additional products.³ The sponsorship also drove a 14% lift in new-to-brand sales, demonstrating its ability to introduce Cetaphil to entirely new audiences, while brand awareness increased by 3 basis points, reinforcing the long-term brand-building value of aligning with culturally resonant content.⁴

Galderma’s decision to engage audiences by tapping into a cultural moment with a Prime Video sponsorship ensured that the Cetaphil brand was not simply visible to consumers, but present thoughtfully at the right moments in the customer journey and participating in something they were passionate about.

Sources

^1-2 Prime Video, US, 2025.

^3-4 Advertiser-provided data, 2025.

^* Compared to non-TSITP Display campaigns