BJ’s Brewhouse

Industry: Restaurant

The assignment was to devise a unique strategy to distinguish BJ’s Beer Club from its national competitors. The outcome? The birth of “Not Your Average Beer Club.” BJ’s Beer Club Manifesto was designed to establish a more intimate connection with its members.
BJ’s Beer Club faced a problem of declining membership caused by credit cards expiring or being declined. To address this, autoresponders were used to prompt members to update their credit card information when their cards were declined. However, this approach didn’t yield the desired results. Given that we had access to data about each member’s beer preferences, we decided to take a more engaging and appealing approach. Instead of using autoresponders, why not send personalized messages from their favorite beer personalities. Depending on the beer’s character, members would receive an email directly from the source, making the communication more engaging and enticing.
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