What is a tentpole?
A tentpole is an omnichannel marketing initiative that gives your brand the opportunity to reach shoppers and amplify brand message during the biggest seasonal buying moments by integrating CVS with front store marketing.
What makes it unique?
By combining CVS seasonal marketing efforts with CMX media targeting solutions, a tentpole maximizes brand impact during key shopping periods at CVS.
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CVS marketing inclusion
Expand brand reach across CVS paid and owned assets – only accessible through CMX partnership.*
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Bonus impressions
Unlock premium placements and 150%+ bonus impressions to deliver a more efficient CPM and CPA.**
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New brand buyers
Reach new brand buyers through a robust CMX omnichannel campaign that encourages basket building.
Tentpoles deliver 2-5x higher ROAS
versus average branded campaigns.** Find out how you can reach new brand buyers through robust CMX omnichannel tentpoles.
Tentpoles are proven to deliver results**
- Encourage basket building with adjacent products — ExtraCare® shoppers actively shop across an average of 10 categories.***
- Customize your reach and message with bespoke audience targeting and Dynamic Creative Optimization (DCO) creative capabilities.
- Expand your reach with exclusive front store channels to unlock the full CVS flywheel.
- Develop consistent creative strategy across CVS and CMX to create a positive halo impact for brands.
Plan ahead: Upcoming 2025 tentpole campaigns
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SPF
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Big Fall Wellness
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Fall Epic Beauty Sales Event
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Upper Respiratory
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Healthy Skin
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Women’s Health
Contact your partner manager to discuss 2025 opportunities.
*Applicable for select events and identified investment levels
**Results based on past performance are not a guarantee of future campaign results
***Internal CVS Data