Fuelling Memories
Lead generation campaign for Petro-Canada’s loyalty program
The Fuelling Memories campaign generated leads for the Petro-Points loyalty program through a monthly $10k giveaway, with WJ Agency capturing entries via paid social ads and a landing page. Since contest leads couldn't be added directly to the loyalty program, my role as Senior Email Marketing Specialist was to convert them into members.
Gradual messaging shift
Leads signed up with the contest in mind, so leading with Petro-Points membership risked feeling too sales-driven and devaluing brand affinity. Instead, I proposed a three-email sequence that began by highlighting how to improve the user's chances of winning, gradually introducing membership benefits as the sequence progressed.
UX/UI best practices
I proposed mobile-first designs with CTA buttons positioned within thumb's reach, along with multiple headings throughout each email to improve scannability and clarify value propositions.
Result
18,000 new member sign-ups
Email content
