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Billy + Margot set out to amplify their presence in the pet food market with their first-ever consumer promotion, offering consumers of the premium dog food brand the chance to Win a Tesla Model 3. Partnering with Petbarn, this campaign sought to drive a significant sales uplift while capturing the attention of pet owners across Australia. The result? Record-breaking sales, enhanced brand engagement, and a major prize that left consumers buzzing.
Billy + Margot wanted to make a major splash in the competitive pet food market with a consumer promotion that would engage both existing and new customers.
The challenge was twofold: increase sales in-store at Petbarn while generating excitement for the brand through a high-stakes incentive.
With an ambitious sales uplift goal, Billy + Margot needed to hit the right balance between a compelling offer and flawless execution.
A well-executed consumer promo can be a no-brainer for converting new and light buyers to your brand in store, but getting the mechanic right can be tricky. We leveraged best practice promotional guidelines to create an offer that was engaging, while being seamless to enter.
Our approach included:
Best Practice Promotion:
An enticing major prize, matched to Billy + Margot’s audience, encouraged entries from new and existing customers
Mobile-Optimised Entry:
Making the entry process seamless through QR codes and a mobile-first promotional site, ensuring customers could enter quickly and easily after purchasing.
Billy + Margot’s Win a Tesla promotion ran from September 2023, exclusively in Petbarn stores across Australia. The promotion engaged customers at multiple touchpoints—from in-store displays to digital marketing channels—creating a unified brand experience. With a clear focus on Billy + Margot’s premium products and the grand prize, we ensured the campaign stayed top of mind for pet owners.
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