The Ask
Develop an organic, user-generated video campaign for BJ’s Wholesale Club to drive new member acquisition among young millennials .
Problem
Millennials are entirely unresponsive to traditional advertising and treat their current club memberships like long-term marriages, resulting in a demographic that is virtually immune to standard acquisition campaigns.
Opportunity
While young Millennials demonstrate strong resistance to switching wholesale clubs, their current major life milestones serve as a behavioral reset button, presenting a fleeting window of opportunity to intercept consumer inertia and establish new brand loyalties.
The Insight
While in the rush of transitioning into young family life, legacy habits break away, instigating a complete re-evaluation of their shopping habits.
The Idea
New chapter. New cart. Better with BJ’s.
Tik Tok
Angela Gu - Account Executive
Daniella Lippman - Project Manager
Gennadii Lazarev - Strategist
Lily Harlan - Strategist
Nicole Parry - Art Director
Ruilin Hu - Art Director
Duru Yuceturk - Copywriter