By Kathryn Bauer
Like CVS, Rite Aid, and some other stores, Walgreens also tries to encourage wellness. They knew they needed to have a more active role in encouraging people’s health in order to pull away from competition, so they decided to create a loyalty program where consumers could be rewarded points by simply walking and tracking their steps. This campaign can be seen as using the participation-led orchestration since it created an experience for its consumers, encouraging them to exercise in order to accumulate loyalty points to be used in the stores.
Walgreens targeted both current and prospective consumers—like those who shopped at CVS, or some other competitor, over Walgreens. Walgreens discovered that a good amount of people want to adopt healthier, better habits but have a hard time sticking through with it: the purpose of the loyalty program would be to speak to those who need just a little more incentive in order to be healthier by exercising more.
The main problem Walgreens was trying to solve would be to gain market share and rise above its competition by playing a more active role with its consumers, as well as prospective consumers, in trying to promote better health and wellness. The values, though, that the loyalty program served for consumers would be incentives and unique/social values—along with providing an incentive for the consumers to walk more in order to turn steps into points to be used in the stores, the loyalty program also provided the social value of encouraging people to be healthier, as well as feeling better about themselves.
Walgreens used in-store marketing to encourage people to register, targeted Walgreens shoppers by email and social media, encouraged word-of-mouth by issuing shareable video content, as well as various other promotion techniques in order to spread the word. When people wanted to sign up, they were given a pedometer and a free starter kit, as well as access to an online site where they could submit their progress and earn instant rewards.
Why it makes sense for that brand to do- the brand purpose and audience insight
With Walgreens’ main purpose being to promote and encourage health and wellness for its consumers, creating a loyalty program where consumers can earn points to be redeemed in stores by them engaging in exercise, they could not have thought of a better way to connect with their consumers by further promoting their main purpose—wellness.
How measure success?
Walgreens tracked success in this campaign by monitoring the participation rate from consumers, as well as tracking awareness for the store and the campaign. It also tracked how brand image and store consideration increased by issuing surveys, as well as its ROI.
(Owned Media, Earned Media, Paid Media, Walgreens, Walking, Health. These are my tags)