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Case Study An integrated campaign strategy made CVS® the summer’s hot spot for brands

Real shopper data revealed a clear story last summer: ExtraCare® members drove 71% of CVS sun care transactions* during a peak window for the category.

 

These are the customers who plan ahead, trust CVS for their family’s sun care and return again and again*
— and CMX® helped brands reach them during the hottest point of the summer sales season.

Smartphone with a CVS sun care ad.

Objective

College of photos showing summer activities and textures, people using sun care products and a smartphone with a CVS sun care ad. 

Identify high-intent sun care shoppers and boost incremental sales

CMX delivered meaningful 1:1 connections across an integrated campaign strategy, amplified by added‑value front store marketing placements — helping brands reach high-intent sun care shoppers all summer long. 

Solution

A performance-driven approach for peak summer engagement — powered by ExtraCare insights

ExtraCare member precision targeting

 

  • Reached high-intent customers who purchased sun care at least 1-2x in the last 12 months
  • Reactivated 7.5K customers who had not purchased in the last year
Illustration of a group of people.

Seasonally synced strategy to elevate brand visibility​

 

  • Activated across CVS.com®, the CVS Health® app, offsite display and Meta​
  • Access to CVS seasonal dynamic creative templates for full control over products & promotions — creating a positive halo effect​
  • Efficiently drove traffic to custom brand shop landing pages​ to convert interest into action
Illustration of a network.

Added-value front store marketing placements​

 

  • Delivered full-funnel brand visibility through front store activations across key summer moments to keep brands top of mind
  • Secured placement across CVS-owned and paid assets** including direct mail, SMS, affiliate, email, CVS.com and owned social​
Illustration of a smartphone with a CVS Heart.

Results

  • $21.65

    average ROAS**

  • 4.27%

    average sales lift**

  • $3.97M

    attributable sales**

Conclusion

CMX brought the heat — delivering real results for brands during sun care’s most competitive window

Now it’s your turn. Partner with CMX and let your brand shine throughout the 2026 summer sun care season.

CMX Heart

Plan your 2026 summer campaign now

Connect with the CMX team today.

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  • *CVS 2025 Internal Data through 12/31/25

  • **CMX Campaign Performance Report 2025

Not a guarantee of performance, where applicable by law.