Campaign details
Brand: CVS Brand owner: CVS Health Entrant company: UM, USAIdea creation: UM New York Market: United States Sector: Pharmacies & drugstores Media channels: Sales promotion Budget: 3 - 5 million
Executive summary
CVS sought to optimize support of their messaging by maximizing the effectiveness of media spend against their purchase-based media target. We hypothesized that audiences with affinity towards the brand would be the most responsive, regardless of historic purchasing patterns. If affinity-driven audiences proved to be more successful, CVS could expand...