To overcome stalled membership growth and a growing disconnect with younger audiences, we targeted a sceptical generation with a standout offer and a campaign designed to stop the scroll.
A fun-first, sell-second approach used memes, sticker-bomb visuals, and internet shorthand to package financial incentives in a way that felt native and exciting.
The same visual treatment spilt into the real world through flyers, flags, and in-store POS, following audiences from their feeds straight into the store.
360% Increase in Sign-ups: Delivered a step-change in monthly member acquisition, significantly outperforming historic benchmarks.
Demographic Breakthrough: More than doubled the proportion of new members aged 18–25, unlocking a previously disengaged audience.
5000 New Members: Reached ahead of the target schedule.
Rather than playing it safe, we leaned into surprise and cultural relevance. The result was a genuine connection, renewed momentum, and proof that being bold can deliver commercial success.
