What CVS Taught Me About Clout
A few years ago, I was brought in by Razorfish to help reimagine the digital experience for one of their end clients: CVS Health.
The brief?
Overhaul the CVS website with a focus on user experience design, accessibility, and content strategy that meets modern consumer expectations.
The real job?
Build a content framework that would help CVS evolve from a transactional legacy brand into a digitally influential one—where trust, clarity, and storytelling drive conversion.
What Is Clout in Content Strategy?
At Wink Communications, we define clout as the intersection of influence and usability.
It’s not just about traffic or aesthetics—it’s about content that converts because it serves.
For CVS, that meant shifting the conversation from “What do we want to say?” to:
What does the user need to know right now?
How do we help them make confident decisions?
What’s the emotional friction keeping them from moving forward?
Translating Aisles Into Experience
For a brand like CVS—with physical footprints across the U.S.—our goal was to mirror that in-store intuitiveness across digital touchpoints.
The new digital content architecture had to do more than organize.
It had to guide.
Which vitamins qualify for FSA?
Can I book a flu shot and restock moisturizer in the same visit?
Is this safe for toddlers?
What’s actually covered by my plan?
Our job was to answer these questions through copy, UX cues, and accessible web content—before the user had to ask.
UGC & Influencer Strategy: Where Social Proof Converts
One of the biggest insights came in the non-medical retail categories—places where user-generated content (UGC)and influencer marketing could meaningfully shape decision-making:
Grooming
Skincare
Haircare
Cosmetics
Wellness tools
Supplements
Rather than treat UGC as an afterthought, we built it into the content strategy—integrating peer reviews, tutorials, and visual walkthroughs directly into product pages.
This wasn't about hype.
It was about confidence-building storytelling through community voice.
That’s real digital brand storytelling—and it works.
Why This Matters
Real influence in digital marketing comes from making people feel supported—not sold to.
When your brand voice is rooted in clarity, your content becomes more than messaging—it becomes a map.
People move not because they were convinced, but because they felt seen, understood, and empowered to act.
How Wink Thinks About Content
At Wink Communications, we believe:
UX writing is emotional design
Content strategy is architecture for trust
Influencer content is a tool—not a trend
And real brand clout is built through consistency, context, and clarity
So if you're designing digital experiences that rely on storytelling, structure, and subtle signals—don’t just chase attention.
Earn it through usefulness.
Because real clout?
It’s not loud.
It’s essential.
