Since 2009 CVS/pharmacy has supported WWF through a combination of cause related marketing and sponsorship activities. In Fall 2009 CVS/pharmacy launched the Green Bag Tag loyalty program, which rewarded ExtraCare cardholders with ExtraBucks every time they declined a plastic bag and scanned their Green Bag Tag - a small, leaf-shaped card made of 100% recyclable and renewable materials made available in stores for 99 cents. Beginning in April 2010 for one year, CVS/pharmacy donated 5 cents to WWF, up to $125,000, for every Green Bag Tag purchased with a guaranteed contribution of $100,000. During the promotion one million different people used their Green Bag Tag, resulting in over 20 million scans and more than $4 million in ExtraBucks earned. CVS rolled out a marketing campaign that included a nine-city ground media tour, video news release, press release, national circular, in-store radio & signage, social media, e-blast and website presence.
Sponsorship of WWF’s 50th Anniversary Photo Contest
In 2011 CVS Photo sponsored WWF’s “Life Grows On” inaugural photo contest in honor of WWF’s 50th anniversary. The contest ran from Earth Day (April 22nd) through July 15, 2011. CVS Photo launched a full-scale marketing plan that included a press release, ground media tour, email, banner ads, web presence and social media. To further bolster their commitment to WWF’s photo contest, CVS Photo offered a WWF-inspired customizable photo collage poster in three sizes, available exclusively on CVSPHOTO.com, featuring WWF’s special 50th anniversary panda logo and photos of endangered species taken by WWF field photographers. Five percent of the sales price from each poster purchased between May and July 2011 was donated to WWF. Photo contest sponsorship and the collage sales resulted in a $60,000 donation to WWF.