Ceremony Support Bets on ‘Particular Connection’ to Win Shopper Belief

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Just a few months again, Jeanniey Walden—simply getting her sea legs as the brand new CMO of Ceremony Support—arrange a gathering with inventive store Leo Burnett. However what began as a easy meet-and-greet featured an surprising shock. “I noticed some work that that they had finished that by no means made it to the sunshine of day,” Walden instructed ADWEEK.

The company had shot some inventive work themed round the commonest questions that clients ask on the pharmacy counter. The folks on display screen had been actors however the questions had been legit, recollected by the corporate’s personal pharmacists.

“I assumed to myself, ‘Why aren’t we doing one thing that’s casting our precise retailer associates on the entrance finish and within the pharmacy, to convey that authenticity via?’” Walden recalled.

The outcomes of Walden’s interior monologue resulted in a marketing campaign that makes its debut as we speak.

“It Means Extra” serves up three vignettes through which Ceremony Support workers clear up issues for patrons in a pickle: a father whose daughter has taken shears to her personal hair on class image day; a harried mother struggling together with her purchasing listing; and an older couple en path to the airport after they notice they’ve forgotten their prescription drugs.

Plucked from actual life, these situations additionally function actual Ceremony Support workers. The corporate held a spherical of auditions for the roles, deciding on 4 of its personnel to go on digital camera. As these associates dispense hands-on assist, their smiles are the identical ones they put on on the job. “Life by no means actually goes the way in which you propose,” a reassuring narrator intones. “However that’s why we’re right here.”

Taking a place

Administration plans to get appreciable mileage out of “It Means Extra.” Leo Burnett lower the three buyer situations into 5 completely different spots—a 30-second anchor advert, plus 4 15-second cuts. Parts of those will quickly be seen all through the chain’s 1,700 shops. “We’re going to take stills from these commercials and pull them down into retailer signage, onto our web site and into our app,” Walden stated.

Maybe most importantly, the theme that the marketing campaign introduces additionally represents a brand new model positioning for Ceremony Support. Headquarters needs shoppers to affiliate its title not solely with comfort, however with the kind of customized, empathetic consideration discovered within the mom-and-pop pharmacies of yore.

“A part of my analysis once I got here on board was to have a look at what differentiates Ceremony Support from each different pharmacy on the market—not simply the CVSs and Walgreens of the world, however the little neighborhood pharmacies too,” Walden stated.

“When [I] talked to clients and associates, everyone was saying the identical factor: They arrive to Ceremony Support as a result of it has a particular connection, as a result of the staff appear to know the friends that are available a bit higher.”

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