BIG LOTS! (2021)
We didn’t just create a campaign for Big Lots, we created an entire culture-busting persona that would celebrate our community of bargain stunters—The Bigionaire. Headed by a new celebrity each pulse (Retta first, then Eric Stonestreet and Molly Shannon) and complete with its own language and vocabulary, this persona has helped supercharge brick-and-mortar sales and continue Big Lots run as a post-pandemic stock market darling.
Results
1.8 million new members added to the Big Lots Rewards Program in Q2 (an increase of 8% from the same quarter in 2020)
Rewards customers spent 16% more than the previous year, fueling a 2% lift in total transactions
600 basis point share increase in new customers ages 25 to 39, with distribution shifting from consumers 55
