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2020 FINALIST BRAND EXPERIENCE / COMMERCE & SHOPPER EFFIES
UNITED STATES
CVS Beauty Mark
RAN IN: United States
CLIENT
CVS Health
Erica Monteith, Director, Beauty & Personal Care Marketing Norman deGreve, Chief Marketing Officer Krissy Andrews , Associate Creative Director Brett Gerstenblatt, VP, Executive Creative Director Erin Condon, VP, Front Store and Omni-Channel Marketing Noelle Hoover, Senior Manager, Social & Digital Content Stephanie Cunha, Manger, PR Erin Pensa, Senior Director of Retail Communications Whitney Foley, Associate Creative Director Maly Bernstein, VP, Beauty and Personal Care
Atit Shah, Chief Creative Officer Carly Drown, Associate Creative Director Sarah Mitus, Manager, Social Strategy Sue DeSilva, EVP/Executive Creative Director Allie Wassum, VP Director, Social Strategy Jessica Bergstresser, VP, Creative Director Julie Blanche, SVP, Group Account Director Annie Lefley, Senior Editor Bethany Bayer, SVP, Creative Strategy Jessica Torpey, Senior Art Director
Endeavor
Kaplow
CSM/LeadDog
SUMMARY
One year after CVS introduced the Beauty Mark, we were challenged to raise awareness and elicit participation from major beauty brands to shift the industry towards healthier representations of women. Through an integrated campaign across PR, print, out of home, experiential marketing, paid social, organic social, owned channels and in-store events we saw 15.1MM total shared content reach, 104MM total #BeautyUnaltered impressions and 0% negative sentiment on social. Average daily sales are up and 80% of aware consumers have a more positive impression of CVS’s beauty offering.
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CASE STUDY
CASE VIDEO
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: DIRECT,EVENTS,GUERILLA,OOH,PR,PRINT,RETAIL EXPERIENCE,SOCIAL MEDIA
Audience: Young Women (20-35)
Objectives: Build, defend brand position
Type: Both Business to Business and Business to Consumer