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“CVS is today announcing significant changes in its loyalty plan by improving its already successful ExtraCare program with added benefits and more frequent rewards. In the U.S. market, nearly 1 in 4 people are enrolled in the program, which grants access to exclusive, personalized offers and savings on most purchases at CVS Pharmacies. Changes to the program include the following” -Read more at Forbes
ExtraCare relaunched in July with a large and broad reaching multimedia campaign developed and executed by our team and I was the ACD. The campaign included :30s, :15s and :06s video that ran online. The :15s video performed exceptionally well in testing. On the metric of message check (the simplicity of the ad makes it easy for the intended message to come through) the ad scored significantly above the USA norm and CVS norm by an increase of .2 and .3 percentage points respectively. The creative was specifically called out by customers as being ” The graphics and repetition of the color red were striking and engaging”’. The campaign also included paid media banners and social. We also created HTML 5 banners that were noted as best in class creative examples. We also captured still photographer durning the photoshoot for extra new content.
From an owned perspective we created in-store signage, emails, social posts, site redesign, app placements. In the first 3 weeks for the campaign, we drove $74M redemptions, reached and rewarded 4.2M members who have never.