How do you launch a new loyalty program across multiple channels?
I was tasked to lead the launch of CVS Beauty Club through a multi-channel strategy including a live integration during the People's Choice Awards. I teamed up with PCA Executive Producer, Mark Burnett and his team on the live integration that included celebrities, Queen Latifa, Bobby Thomas, and Robert Verdi announcing the launch of Beauty Club at CVS Pharmacy. The launch crushed projections with 7X the original estimate in the first year.
Role: Creative Director
Live TV Integration, Print Collateral, Digital, Social, In-Store
I brought together my in-house agency team as well as our agency partner, where I orchestrated a cohesive full suite of assets.
I teamed up with Standard Time to create a 30 sec spot that would air during the live show. We had a very small budget so I had them do something with stills from a recent print shoot.
I worked closely with 3 PCA producers on every aspect of Queen Latifa's live announcement that included the script, timing during the show, and how it integrated with other elements of the show to ensure maximum impact.
My vision was to have the Beauty Club logo be front and center and seen by 8 million viewers with high energy crowds and lots of excitement. I worked closely with the PCA producers, announcers Bobbie Thomas and Robert Verdi on the final scripts.
I directed my in-house team to create a series of patterns that gave both CVS Pharmacy and Beauty Club maximum visibility when we filmed the integration sequences.
I approved all aspects of the integration including the planned shots, the script of the announcers, and all casting choices for the stand.
A view of the stage at the People's Choice Awards
I oversaw my in-house team that developed the assets across all of our touchpoints; in-store, social media, and email.
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