Moms to the Rescue Sponsorship
Program Components: In conjunction with monthly themed media drivers (IAB banners, banner ads on Baby & Child category page, social influencer Price Pixie Facebook post), engaging parenting and lifestyle influencers who are regular CVS shoppers will promote a variety of their favorite baby products available at CVS via social storytelling.
Live Dates: November 2019 - May 2020
Goals: Drive traffic to Baby & Child category and raise awareness of the newly developed Moms to the Rescue content hub.
Results: Delivered over 162MM impressions. Sales Lift 17.7%. All tactics surpassed respective 2019 benchmarks: Onsite media +22%, Facebook Price Pixie +162%, Social influencer posts +987%, proof that media resonates with viewers and drives consideration for branded products at CVS. Shoppers are engaging with content at a 376% interaction rate.
Month of May: Get Outside, Be Prepared
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Challenge: Finding a lifestyle to match the outdoor theme while showing an engaging and appropriate scenario for covid-19 social distancing and stay-at-home measures.
Month of April: Baby Wellness - Bath Time Fun & Sleep Routines
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Month of March: Baby Feeding Focus
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Challenge: Finding a lifestyle image that didn't showcase the action of breast feeding or feature a specific product type but indicated feeding time for baby.
Month of February: Baby Health & Sickness Prevention/Treatment
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Challenge: Finding a positive lifestyle to convey sickness. Chose an image that features a wooden toy reminiscent of a pediatrician's waiting room.
Month of January: New Year, Potty Training Resolution
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Challenge: Finding an appropriate lifestyle image of a child in a bathroom setting without using a training toilet since the products showcased are training pants, wipes and sleeping mats.
Month of December: Feeding & Nursing
From left to right: Baby & Child Category Page w/onsite placements, Mom's to the Rescue Content Hub, Social Influencer Price Pixie Facebook Carousel post
Challenge: Finding a lifestyle image that didn't showcase the action of breast feeding or feature a specific product type but indicated feeding time for baby.
Month of November: Baby Wellness
From left to right: Baby & Child Category Page w/onsite placements, Social Influencer Price Pixie Facebook Carousel post
