Our research uncovered a subset of untapped consumers most receptive to getting a flu shot at Walgreens: a group of women we called “Intender Moms.” “Intender Moms” had every intention of getting a shot last year but were so busy doing things for others that getting a flu shot for themselves became less of a priority. So we repositioned the flu shot as a selfless act - a meaningful way for Mom to show her love and protect the people she cares about most - helping her to “arm herself for the ones she loves.”

In just two weeks Walgreens administered more than 1 million shots, which equaled the TOTAL shots administered the previous year. We exceeded our goal of 5 million flu shots by nearly half a million. And we did it in only five weeks, instead of the planned five months, saving millions in marketing costs.• Walgreens saw a 22 point increase in unaided awareness as a place to go for flu shots.• Sales were over 500% of the previous year’s total. We exceeded our goal of 5 million by 400,000, a record for Walgreens. No other retailer came close.