Walgreens
”Arm yourself for
the ones you love.”
Walgreen’s CEO asked the marketing team to double flu shots from one million the previous year during the five month flu season.
Our campaign (that was our exact pitch idea) drove five million flu shots in 5 weeks. Exceeding the CEO ask by 4X.
The target we identified, intending Moms, was putting off their own flu shots, to put all of their back-to-school efforts into their family’s needs. We reminded them to “Arm Themselves for the Ones They Love” which transformed the flu shot from “self care” to "care for their families, relatives, classmates and co-workers.
This shift triggered a massive shift in behavior. The personalized heart-shaped bandage in the empowering “Rosie the Riveter” pose, was simple enough to execute in 7,000 retail stores.
The iconic heart-shaped bandage gained attention everywhere from Times Square to Dr. Oz to bus stops (where lots of flu spreads) to physician newsletters – and was hugely viral on social media, especially Facebook.
