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Case Study: CVS

Healthcare

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Overview: 

Focusing on the "Healthier Happens Together" initiative, Postgame has partnered with college athletes to promote CVS's new membership programs through engaging NIL campaigns, team gifting, and live activations. Explore recent content created by college athletes for CVS through Postgame below.

Brand Campaigns

Here is a selection of some of the campaigns we have executed for the client. Please note that this list is not exhaustive, but highlights a few key initiatives.

  • Buy Online Pickup In Store

  • Extra Care

  • Extra Care +

  • March Madness 2024

  • CVS Beauty

  • Affiliate Program 400+ Athletes

  • Event Activation's 10+

Challenges Addressed:

Brand was looking for additional Channels to reach Gen-Z sports enthusiasts. Reaching this specific type of Gen-Z 'customer' has it's challenges and can be prove to be an expensive ad buy across a limited number of channels (primarily social media - Instagram or TikTok) as well as being potentially ineffective through the use of  traditional content creators / influencers.

Solutions: 

Postgame NIL Campaign leveraged hundreds of college athletes producing thousands of unique pieces of content (UGC) reaching millions of targeted fans and followers (primarily Gen-Z participants interested in health and fitnes)

Earned Media

NC State Basketball Collabs with Postgame & CVS Ahead of Elite Eight Win Over Duke.

Key Wolfpack players bring NIL partnership to life within hours of Final Four birth

Postgame x CVS 'Meet & Greets'

Postgame Facilitates 7 'Meet and Greets' attended by 1,000's of fans for CVS at Alabama, FSU, Ohio State, UF, Kansas, TAMU and Texas (coverage).

Campaign Execution:

Postgame tapped into our network of over 35,000 college athletes - making them aware of the opportunity to leverage their NIL (Name, Image & Likeness) to earn money in exchange for helping to promote the shoes. Recruitment consisted of a two parts  1).  A nationwide opportunity for any athlete to participate regardless of sport, gender, location, follower count, etc.  2). A targeted opportunity for athletes attending specific colleges to promote collegiate branded shoes.


Postgame spent two days recruiting athletes, communicating the opportunities via SMS, Email, In App and Push Notifications. Over 1,000 athletes opted-in to participate.  Postgame then spent another two days distributing payment offers asking athletes to double opt-in to confirm their participation.  Those who accepted immediately received campaign instructions including: what to post, when to post, how to post (tagging requirements, deadlines and more. 


After the campaign, Postgame provided HeyDude a full recap of the campaign including all relevant KPI's as well as an ability to leverage the 1,000's of pieces of content created by every athlete - for a predetermined period of time (licensing rights).

Content & Execution Examples

Florida Gators Quarterback GRAHAM MERTZ participates in multi-faceted NIL Campaign with CVS

Team, Elevated

Ohio State Buckeyes Wide Receiver EMEKA EGBUKA Attends Live CVS Event In Ohio

Experiential, Team, Paid Social

University of Alabama Linebacker and NFL Prospect DALLAS TURNER attends Live CVS Event in Alabama

Team, Elevated, Paid Social

University of Oregon Running Back BUCKY IRVING participates in CVS Holiday Buy Online Pickup In Store Campaign

Paid Media, Elevated, Paid Social

Notre Dame Running Back AUDRIC ESTIME included in CVS Buy Online Pickup In Store Campaign

Elevated, Paid Media, Paid Social

Rice University Safety GABE TAYLOR participates in CVS BOPIS Campaign

Elevated, Paid Media

Providence Men's Basketball Player DEVIN CARTER promotes CVS Buy Online Pick Up In Store

Paid Social, Elevated

University of Kansas Cornerback COBEE BRYANT participates in CVS Live Event

Paid Social, Experiential, Elevated, Team

Notre Dame Corner Back Benjamin Morrison included in CVS Buy Online Pickup In Store Campaign

Paid Media, Elevated, Paid Social

Texas A&M Wide Receiver AINIAS SMITH Participates in CVS In-Store Activation

Experiential, Paid Social, Affiliate

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