Hitmetrix - User behavior analytics & recording

CVS promotes digital rewards with social campaign

CVS Caremark launched a digital campaign to support the ExtraCare Rewards loyalty program on July 8. The effort, which encourages consumers to cash in loyalty points, includes a CVS/pharmacy Facebook page with interactive content and loyalty program information.

The “Don’t Be a MoneyTrasher” campaign supports a CVS initiative that lets cardholders receive quarterly rewards points each time they swipe a rewards card. CVS has more than 67 million cardholders.

The campaign “shines a spotlight on customers who are trashing their money by not doing simple things like checking their receipts for rewards before tossing them in the trash or redeeming special coupons they receive by email and at in-store coupon centers,” Erin Pensa, director of public relations at CVS/pharmacy, said via email.

The CVS/pharmacy Facebook page features videos pointing out ways consumers waste their rewards points, as well as tips on how to save money by spending points. Consumers can vote for and share their favorite videos.

Consumers must register for an online account to view rewards points and print “Extra Bucks.” Registrants must provide their email addresses and are asked to opt in to receive information about special offers, new products and health information.

“The MoneyTrashers campaign was created to encourage every shopper to take advantage of their rewards while also providing our savviest customers with fun, digital resources to spread the word and teach their friends and family to stop trashing their rewards,” said Pensa.

Pensa would not reveal which agencies CVS worked with on the campaign. CVS named Arnold its lead creative agency last May.

The ExtraCard rewards program was launched in 2001. Pharmacy sales account for 70% of CVS’ revenue.

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