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Cough, Cold & Flu Case Study As seasonal demand surged, CMX® helped brands show up for shoppers

What we know


65% of surveyed ExtraCare® members consider cough, cold and flu season as cool weather arrives, while 50% do so when someone close gets sick.* With insights into category engagement and purchase behavior, CMX helped brands reach customers at CVS®, the #1 trusted health and wellness destination, and drive standout results across the season. 

Flatlay of a smartphone showing a CVS Pharmacy sponsored ad on social media with tissues, cough drops, tea, and cold medicine.

  • Objective

    • Drive incremental brand sales
    • Reacquire lapsed buyers

  • ExtraCare Audience

    • Core & high-value COVID-19 test buyers
    • Lapsed & brand buyers
    • Prospective cough, cough & flu buyers

  • Channels

    • Custom landing page
    • Onsite & offsite display
    • Social: Facebook & Instagram

What we did

The CVS health and wellness advantage 

Through 1:1 precision targeting and omnichannel media, CMX connected brands with customers at the #1 health and wellness destination — reaching our ExtraCare loyalty member base who drive over 70% of category sales.*

An integrated strategy powered by real seasonal shopping behavior

As a tentpole campaign, CMX activated the full CVS ecosystem –– connecting front store promotions with pharmacy touch points to reach customers where we know they shop, purchase and prepare.

Growth and reach beyond core products

Wellness-specific campaign creative reinforced brand presence when and where customers made decisions, helping to generate a cross-category halo effect and drive best-in-class ROAS.

Person drinking tea.

Results

up to 22%

ROAS*

up to 75%

new-to-brand*

5%

average sales lift*

Conclusion

When seasonal shopping surged, CMX turned a deeper understanding of how our ExtraCare members purchase and engage with the category into stronger brand connections, driving standout results at the destination shoppers trust most for their care — CVS. 



Join the next evolution of the CMX cough, cold and flu campaign.

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Not a guarantee of campaign performance. Where permitted by law.

  • *Internal CVS Data