Winner: 2010 IMA Circle of Excellence Award
The CVS/pharmacy’s Give One, Get One (GOGO™) program is “an outstanding example of how an incentive program can be used as an effective business tool to meet specific corporate objectives.” Designed to drive 2009 holiday sales of the company’s eGift Card offering, customers who purchased any $25 gift card during the holiday shopping season were rewarded with a $5 eGift Card. Together with CashStar, CVS also devised an integrated marketing strategy combining online and email promotions with social media marketing, including communication with influential “mommy blogs.” The result of the seven–week campaign? A ten–fold increase of gift card sales, for a positive ROI of 92%. In addition, CVS captured 13,000 unique email addresses.