Shawn Johnson East - CVS

The mission of CVS is to improve the lives of their customers across the United States. They do this through, “ innovative and high-quality health and pharmacy services.” As a born and bred New Englander, CVS is a household name and I am happy I had the opportunity to work with them to announce their partnership with Olympic Gold Medalist Shawn Johnson East.

The Details

CVS partnered with Shawn Johnson East in the Summer of 2019. In order to announce the partnership CVS needed a database of photographs they could use on their social media channels and a micro site - dedicated to their partnership with Shawn. Partnering with the PR team at Matter Communications I was tasked with creating a production outline, mood board with style references, travel plans, a and splash page that encompassed the logistics of the shoot day itself onsite in Shawn’s home in Nashville - 10 days before the shoot.

Working diligently alongside the CVS Team, the Matter team was able to art direct and keep the trains running on time as we only had one day to shoot 4 setups. Three in Shawn’s home and one at her local CVS, all while adhering to CVS’ Beauty Unaltered guidelines. In the end we delivered over 100 images to the CVS team in under two weeks in order to launch the site and announce the partnership nationwide.

The campagin went on to create 17.9 million social impressions, 73.7K total link clicks, and a 72% increase in Shawn’s Youtube Page.

CVS is a client of Matter Communications