Pets At Home Drives Charitable Donations In Voting Contest Exclusive To VIP Members

Jessica Williams Retail

As part of its CSR-focused strategy, Pets At Home launched a voting contest, encouraging VIP members to vote for one of the deserving charities listed to win £500k of donations. Participants could work their way through the campaign, selecting their favorite local charity from the dropdown list provided, and could complete their entry by submitting a small amount of PII data.

The campaign was recently awarded ‘Most Distinguished CSR Program’ at this year’s Wayin Awards.

MARKETING CAMPAIGN OBJECTIVES

      • Drive loyalty amongst customers by giving them the power to vote for their favorite charities
      • Support, raise awareness and drive donations for local charities
      • Boost brand affinity through corporate social responsibility

VOTING SOLUTION

Exclusive to its VIP members, Pets At Home is giving consumers the power to vote for their favorite local charity to receive a share of £500k of donations. With numerous animal charities scattered across the nation, Pets At Home has listed 10 deserving charities; including RSPCA, Cats Protection, Guide Dogs for the Blind and Dogs Trust to name a few. Out of the 10 charities featured, participants can start getting involved by selecting their chosen National charity that they would love to see win the donation.

VIP members are then taken through to the next stage of the contest, where they can select their local Pets at Home store to discover which local causes they support. A dropdown list of local charities are then automatically showcased for users to select.

To complete their entry, participants can submit their personal details within the form provided, including their name and email address. VIP members can also opt-in to be kept informed about the Love to Give Charity Giveaway and Pets at Home VIP Club membership.

RESULTS

  • 140k entries (record-breaking number of entries for Pets at Home)
  • 56% conversion rate

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