BJ's Targets Pet Parents

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BJ's Targets Pet Parents

By Jacqueline Barba - 08/28/2018

BJ’s Wholesale Club recently wrapped a “Spoil Your Furry Friend” pet sweepstakes and giveaway.

For every dog or cat item purchased in stores or on from July 8 through Aug. 18, shoppers were automatically entered to win a dog or cat grand prize comprised of treats, a dog bed or cat tree, and a one-year supply of the winners’ choice of pet food carried by BJ’s including private label Berkley Jensen, Nestle-Purina’s Purina One and Fancy Feast, and Mars Inc.’s Cesar.

Concurrently, seven weekly giveaways awarded two prize packs per week (for 14 total winners). Consumers posted a picture of their dog or cat on Instagram or Twitter using the hashtag #BJsSpoilYourFurryFriend and #Sweepstakes to enter. The prize packs included a BJ’s Wholesale Club coupon book containing four $10 coupons for pet-related items from unspecified brands. Winners were spotlighted on BJ's social media channels.

A slew of Instagram, Twitter and Facebook updates from BJ's plugged the sweeps, while linking to a dedicated promotional web page administered by Syosset, NY-based Marden-Kane. The site spotlighted both drawings, corralling a stream of Twitter entries and offering “pet tips” from BJ’s member journal BJ’s Stocked. In addition, a carousel ad on the web page showcased pet products from Berkley Jensen and national brands including J.M. Smucker Co.'s Milk-Bone and Del Monte Foods’ Meow Mix, while linking to each SKU’s e-commerce page.

Sponsored blog posts from social media influencers rounded out support. For example, blogger “Tamara Like Camera” tied in to the designation of Aug. 26 as “National Dog Day” with an Aug. 14 blog post plugging the sweeps and the club’s assortment of pet food and products.