Prevacid®24HR Perks Program

Match Drive, LLC
Summary:

Prevacid®24HR, a leading frequent heartburn remedy, was faced with private label competition in an already competitive category and our objective was clear: Protect our loyalists by establishing a deeper connection, while at the same time recruiting new users. We set out to do this with Prevacid®24HR Perks, a customized eCRM loyalty program tailored to fit the lifestyle of our consumers now that their heartburn is a thing of the past. With Perks, we were the first to break through our category's "sickness hurdle" with a more positive message to change consumer mindsets about how Prevacid24HR offers a simple lifestyle change - and in the process shed light on the causes of frequent heartburn and how to easily manage it. Through Perks, we built a base of nearly 400K members in less than 18 months and are already looking for ways to build on this in 2014 and beyond!

Business Challenge(s) & CampaignObjective(s):

Prevacid®24HR, a leading frequent heartburn remedy, was faced with private label competition in an already competitive category. As our Prevacid®24HR brand loyalists were already spending over $100 a year (average category user spends only $60 yearly), our goal was clear - protect our current loyalists by establishing a deeper connection with them, while at the same time recruiting new users. We set out to do this with Prevacid®24HR Perks, a customized eCRM loyalty program that we tailored to fit the lifestyle of our target consumers. We set out to sign up 400K consumers for the program by Q1 2014.

Insights & Strategy :

Our insights show that consumers view frequent heartburn treatments such as Prevacid24®HR as "serious medications" because of the regimen usage needed for best results, which is scary as well as a significant barrier to purchase. With Perks, we were the first to break through this "sickness hurdle" with a more positive message in the effort to change consumer mindsets about how Prevacid24HR offers a simple lifestyle change - and in the process shed light on the causes of frequent heartburn and how to easily manage it instead of suffering through it.

Concept / Big Idea

With Prevacid24HR Perks, now frequent heartburn relief isn't the only reward you get - Perks gives our consumers personalized rewards to fit their lifestyle now that their heartburn is a thing of the past. Consumers selected their own, from a free dinner out to a movie download, and we delivered it immediately via email for instant gratification. And the conversation didn't stop there. Members could keep earning rewards on their next purchase, and we also sent digital savings throughout the year to maintain engagement.

Activation / Tactics

The Perks program reached consumers at many touch points relevant to their lifestyle as a shopper. Below are just a few of the examples of where and how we activated Perks: Perks Website: www.Prevacid24HR.com/Perks:

  • Registration and program information
  • Rewards with every purchase
  • Educational video 360 Tactical Support:
  • TV tag
  • Monthly eNewsletter
  • Quarterly emails
  • In-store merchandising and customized retailer support
  • Partnerships: Quality Health, WebMD Walmart Solo Health Kiosks, and Shoptext mobile enrollment
  • Facebook integration
  • Banner ads
  • Print FSIs, Catalina
  • BzzAgent advocacy program
  • 800 telephone support
Winning the Category

The PPI category is a low-penetration, "high barrier to entry" category, so creating a program that could both retain our valuable loyalists and recruit new users at the same time was a challenge. Perks was able to successfully do both by (1) leveraging the Prevacid®24HR's regimen usage as well as our incredibly high product satisfaction rates to make our loyalists work harder for us and (2) incentivizing trial through relevant high-value lifestyle rewards offered to our target audience.

Brand Building

By using Perks to build a deeper connection with our brand loyalists, we built a base of nearly 400K members in less than 18 months through a holistic, multi-channel activation plan - including digital, media, promotions, strategic partnerships, and customized shopper activations that helped Prevacid®24HR win in-store. We also made our loyalists work harder for our brand by encouraging and incentivizing friend-to-friend brand advocacy and personal recommendations through the BzzAgent campaign, Facebook community, Ratings & Reviews, and Share & Save digital coupon offers.

  • 2014

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