Case Study: CVS/pharmacy
Industry: Consumer Retail
- Reached 243 million consumers in 2008 alone, through print, online and broadcast outlets
- Increased YoY coverage by more than 60 million
- Educated consumers on benefits of store brands, contributing to a rise in sales
After a successful campaign with CVS/pharmacy's Photo business, Matter was tapped to promote the chain's ExtraCare rewards program and its line of CVS/pharmacy Brand products.
For the Brand program, the challenge was to highlight the value, convenience and quality of CVS Brand products versus national brands, especially when research showed that many consumers assumed national brands were of higher quality than store brands. A challenge for ExtraCare was to clearly differentiate the program from various other "key tag" rewards programs and demonstrate CVS/pharmacy's commitment to its customers.
A "save money by shopping at CVS/pharmacy!" message can be perceived as too self-serving, but the Matter team welcomed the challenge and launched a creative program to address the obstacle head-on. Matter identified key third-party influencers, including syndicated columnists, "coupon enthusiast" personalities, as well as parenting and health bloggers.
After winning endorsements and building close relationships, the team focused on creative product mailings. This provided each influencer with a platform to share advice on how to save money with CVS Brand products, which were represented in powerful, first-person ExtraCare testimonials in a variety of media outlets.