Shoppers Drug Mart

The objective

Reimagining pharmacy accessibility for younger audiences

Shoppers Drug Mart, a leading Canadian retail pharmacy chain, was on a mission to redefine the role of their pharmacies as the top choice for minor ailment treatment. Utilizing TikTok's dynamic platform, their goal was to engage younger Canadians, educating them about the convenient healthcare services available right at their local Shoppers Drug Mart.

The solution

Integrating strategic ads with a dose of creativity

Shoppers Drug Mart, in collaboration with TikTok Marketing partner #paid, launched a 3 week campaign with the goal of driving unique reach and engagement. The campaign leveraged a combination of solutions that were best in line with these metrics, including Spark Ads, In-Feed Ads, and Pulse suite. With Pulse, advertisers can place ads after the platform’s top 4% of brand suitable or premium content in-feed, and this solution includes a variety of offerings tailored to different advertiser needs. The brand specifically leveraged Health & Wellness Pulse, a first in the Canadian market, to ensure content relevancy that aligned with a younger, health-conscious audience. Additionally, they also conducted a Brand Lift Study to effectively measure any lift across metrics like Brand Awareness and Brand Association.

To bolster engagement and education TikTok-first creative assets were developed, leveraging a TikTok Creative Exchange (TTCX) Creator Led Package (CLP), with clear key messaging. With CLP, advertisers are able to generate specific creative outputs or higher video volumes, tailored to meet unique campaign needs. As a result, each creative piece was meticulously designed to highlight the ease and efficiency of accessing pharmacy services at Shoppers Drug Mart, emphasizing how simple it is to consult with a pharmacist for health needs without a prior doctor’s prescription. 

The results

Healthy returns on engagement

The strategic use of TikTok's tailored ad solutions effectively communicated the convenience and availability of Shoppers’ pharmacy services, reaching over 3.6M unique users in Canada. The campaign achieved an impressive 4.9% lift in Brand Awareness and a 2.7% lift in Brand Association - the first significant rise Shoppers Drug Mart observed in this metric. A category lineup like Health and Wellness Pulse was a powerful choice for Shoppers as it helped to build association within a specific genre and ensured that content would resonate as intended. Additionally, with 18.8M video views on the campaign’s creatives, these metrics not only indicated the campaign’s effectiveness in reaching the desired target audience, but it also strengthened Shoppers’ positioning as a go-to pharmacy. Now that’s a healthy dose of success!