HERe for Her had already launched in October 2022 to great success, but to make sure the target audience understood the campaign as an ongoing commitment rather than a stunt or one-off promotion, CVS Health needed to meaningfully build upon the program in 2023. 74% of surveyed women said they’d choose CVS Health more often if they were aware of our bold action - proving a campaign update could be viewed as authenticity.

Our challenge was to build upon the success of HERe with renewed communications.

Our objectives were to:

1. Increase awareness of our bold actions on Price Equity, Pink Tax and Period Health initiatives

2. Improve perception of CVS Health in key brand attributes as “Trusted Women’s Health retail provider”, “Understands Me”, “Provides access to quality care”, Favorability and Consideration – especially among 18-34 and BIPOC segments

3. Grow Market Share of Feminine Care Sales among women 18-54

CVS Health is HERe for women. As an ally, taking bold action to create a safe space where women’s mental health & physical well-being are supported. It’s a platform committed to providing transparent, equitable, accessible health care by making store-branded menstrual products less expensive and ensuring equitable pricing on “like” gendered products. New this year was the addition of a “buy-one-give-two” donation matching program in partnership with Feeding America. For each menstrual product purchased at CVS Pharmacy stores, we donated two to women in need. It’s just another public signal of our commitment to health services, products, policy and strategic partnerships in support of women.

When it comes to caring for her own health and well-being, women face disadvantages. That understates it. Health matters are taboo, shrouded in stigma, causing pervasive ignorance and shame. She has little time to take care of her health and mental wellbeing, constantly and consistently putting others ahead of herself. And the high price of feminine care products is one more significant injustice. Overall, it can overwhelm and isolate.

This is where CVS Health steps in and commits to making sure no woman is ever ignored. Making changes that can’t be ignored. Like, access to care on her schedule. Services and education for her unique needs. Advocating for equity. Absorbing the menstrual tax in states where it’s legally allowed, eliminating inequitable products, and promoting transparency to photos of models that have not been digitally altered. This is what an ally commits to, and what drove the CVS Health approach.

HERe for Her was a national campaign with over $3.4 Million in Paid Media running from February to December 2023. Our Go-To-Market strategy and channel plan were aligned to achieve four key objectives: Awareness, Engagement, Education and Conversion. Awareness activations were primarily national TV and CTV placements of a 30sec spot. Engagement and Education activations spent heavily on Social Media and 134 Influencer partners to reach women where they were already at with trusted voices. Conversion activations were led by Search and In-Store signage to capture demand at the point of purchase. We also launched first period kits and developed an educational content hub.

Campaign messaging was always on with seasonal communications around key calendar dates – such as International Women’s Day (March 8th), Women’s History Month (March), Mother’s Day (May 14), National Women’s Health Week (May 14-20), International Day of Girl (October 11) and Period Action Day (October 14).

HERe was exceptionally effective in achieving our brand, marketing and business targets. Using Pre- and Post-Campaign surveying with our target audience of women 18-54, we found 39% were aware of our renewed commitment to affordability and accessibility during the Wave-2 peak in November 2023. Of those who were aware of the campaign, 35% believe CVS Health was helping make menstrual products more accessible. Brand affinity scores showed 68% consideration and 50% favorability among women 18-34. Additionally, 62% strongly agreed CVS Health provides access to quality care and 57% called CVS Health a trusted women’s health solutions partner.

We gained over 3.63 Billion impressions from our advertising, with an efficient ROAS score of 2.1. Our Feminine Care customer base saw a 16% growth, with a significant 26% contribution from new and reactivated customers.