mPerks Rewards Program Re-Launch / Meijer - BravoEcho
BravoEcho works with clients at the intersection of business strategy, company culture, and brand to help companies evolve — from what they are today to what they aspire to be in the future.
Business Strategy, Brand Communications, Design, Culture, Business Evolution, Denver, Grand Rapids, Corporate Anniversaries,
17903
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mPerks Rewards Program Re-Launch / Meijer

Campaign Platform
 The positioning language set the tone for a fun-filled, empowering rewards program.
Campaign Key Message
 Keeping it fun, simple and real: actual meijer shoppers were the heroes, clearly communicating the potential of the rewards program.
Campaign Key Message
 Keeping it fun, simple and real: actual meijer shoppers were the heroes, clearly communicating the potential of the rewards program.
In-Store
 The mighty mPerks members reinforced the message throughout all relevant departments.
In-Store
 A hard-to-miss message: the mighty mPerks members also delivered average store savings.
In-Store
 The mighty mPerks members reinforced the message throughout all relevant departments.
mPERKS.com
 The mPerks microsite made it a cinch to join.
Paid Digital
 Geo- and affinity targeting allowed the mighty members to deliver only relevant messages.
Paid Digital
 Alerts became activated once a member reached a certain threshold.
Paid Digital
 Geo- and affinity targeting allowed sponsored posts to be highly relevant across social platforms.
Mobile
 Instant push notifications kept members engaged in the gamification of the rewards generation.

About This Project

Meijer’s rewards program “mPerks” drives business and loyalty across its 223 superstores in 6 states. The re-launch of the program allowed us to put the customer in the driver’s seat, acknowledging all that they do – with Meijer standing behind them as their ally in the quest to save money. The enhanced program development, new positioning and campaign for mPerks celebrates the customer in an empowering way: A rewards program as mighty as you. The biggest opportunity was to breathe new life and a more compelling story into the program – ultimately increasing use by converting 2MM non-mPerks customers (a 50% increase), and motivating current mPerks customers to engage deeper – and increase sales connected with mPerks by 63%.

Category
Group, Meijer