It’s no secret that health and wellness have taken on a new level of importance in people’s lives. At the start of 2020, there was a 54% increase in conversation on Twitter around these topics, and brands like CVS Health that were looking for unique and authentic ways to reach their customers took note.2
CVS wanted to communicate that it was the trusted partner for taking the guesswork out of affording prescriptions. It also wanted to send the message that it could help customers maintain their overall health.
Leaning on Twitter’s portfolio of premium video content around health and wellness from top tier publishing partners, CVS decided it was the perfect place to launch its strategy.
What happens when you pair a leading source for trustworthy, timely health and medical news, with a household brand that is focused on helping people on a path to better health? You get a customized Twitter Amplify sponsorship between WebMD and CVS Health, surrounding the health and wellness conversation on Twitter.
CVS decided to extend their O&O campaign and further align their brand with @WebMD on Twitter. WebMD is a true content source for people on Twitter, as they regularly share health-related videos. Using Twitter’s premium video sponsorship offering — Twitter Amplify — CVS’s brand pre-roll played ahead of videos that were relevant to topics CVS consumers care about, and complement their campaign objectives. This partnership also helped to increase and establish trust among consumers with CVS, because they are aligning with a trusted publisher, WebMD.
Here’s how it played out.