To kick-start the festivities in the lead up to Christmas, Pets at Home used Marigold Grow to launch a seasonal photo contest: Christmas Tails. Exclusively promoted through direct mail to its VIP members, participants could share their festive pet pics through social media or directly through the sweepstakes form in return for the chance to win £50 worth of Pets at Home vouchers.
Marketing campaign objectives:
- Drive multi-channel engagement to maximize campaign reach
- Collect fun, seasonal pet photos to repurpose in future marketing efforts
- Boost loyalty among customers and reward loyal VIP members
Photo contest solution
To align with its other festive offers, vouchers, and top tips for keeping pets safe over the Christmas period, Pets at Home has included an exciting competition in its most recent brochure sent by direct mail. Included in December’s edition, Pets at Home has sent its loyal customers and VIP members an invitation to get involved in its latest Christmas photo contest for the chance to win £50 worth of Pets at Home vouchers.
Complete with a personalized elf hat cut-out, the issue encourages participants to snap a photo of their mischievous pets wearing the hat and then share their photo for a chance to win. To maximize participation, pet owners can submit their entry through any of three different routes: Twitter, Instagram, or directly through the form link provided. To enter through social media, participants are simply required to upload their image using the dedicated hashtag #ChristmasTails, while also tagging @PetsAtHome for Twitter and @PetsAtHomeUK for Instagram. To drive first-party data, submissions through the sweepstakes form required participants to submit personal details on behalf of the owner and their pet.
After submitting the form, all entries are then enrolled in the drawing for the chance to win a £50 voucher to spend in Pets At Home. Whether it be to stock up on pet food essentials, or to purchase some well-deserved Christmas treats, the giveaway makes the perfect way to boost loyalty among customers and reward loyal VIP members.
Want more creative holiday ideas? Check out 18 ways brands are getting into the holiday spirit.
