Walk with Walgreens: Walgreens & The American Heart Association, The Diabetes Research Institute and Susan G. Komen for the Cure
‘Walk with Walgreens’ was created to support the retail pharmacy chain’s overall ‘The Way to Well Commitment’ focused on improving the everyday health of Americans through the prevention and early detection of today’s leading diseases – heart disease, diabetes and cancer.
With a network of over 7,000 stores and 60% of Americans living within walking distance of a Walgreens store, Walgreens is uniquely positioned to promote walking. ‘Walk with Walgreens’ is a loyalty program designed to get Americans moving and give them incentives for doing so – and, in the process, getting them back into Walgreens again and again.
Walgreens capitalized on existing relationships with American Heart Association, Diabetes Research Institute and Susan G. Komen for the Cure to activate at their walk events. By sponsoring and creating a presence at the events, Walgreens had direct access to the wellness –intending participants to introduce the Walk with Walgreens program and give them reason to continue their walking efforts.
On signing up, members received a Walgreens-branded pedometer and a free starter kit. They then could visit an online hub to log their progress and redeem instant rewards. The interactive experience provided support, information and the means to set, chart and achieve reward-generating goals.
The campaign was first kicked off internally and turned 250,000 Walgreens employees into a network of walkers and program ambassadors. In-store marketing and merchandising tools were rolled out in all 7,700 stores nationwide and encouraged people to register for the program in store.
Walgreens also partnered with vendors such as Coke (Dasani), Bayer, Neutrogena and Unilever as well as national fitness brands such as Lifetime Fitness and Famous Footwear delivered wellness rewards to participants. Those partners gained in-store presence and visibility.
As of January, 2012 over 400,000 people signed up for the program and walked over 3.9 billion steps. Nonprofit partners each earned a donation from Walgreens. Those aware of ‘Walk with Walgreens’ were dramatically more positive about the Walgreens brand and this awareness into increased store loyalty including store visits.
Judges admired Walgreens’ focus on general ‘health’ versus simply one element (or one nonprofit) and thought it was smart to link into existing nonprofit walks versus creating their own separate events. Judges commented that, in this campaign, the customers were made the heroes – a win-win for everyone.