BJ’s Organic Social
Ft. sock
THE ASK
Explore how BJ’s could use organic social to support acquisition and brand building, beyond purely informational content.
THE PROBLEM
BJ’s social channels clearly communicated value, but lacked personality and cultural relevance. The brand showed people how to shop, not why to follow.
THE INSIGHT
On social, brands aren’t competing with other brands. They’re competing with everything else in the feed. Entertainment earns attention. Attention earns trust.
THE SOLUTION
BJ’s already had the value and convenience. We dialed up the surprise, entertainment, and engagement to make the brand feel like something people want to follow, not just shop.
CREATIVE CAMPAIGNInstead of treating social like advertising, we treated it like entertainment. The goal was to make BJ’s behave more like a creator than a retailer.
Introducing sock ...
A low-budget social mascot built to embody BJ’s scrappy, value-driven personality through chaotic, native-feeling content.
BJ’s members are all about saving money. They’re as savvy as they are scrappy. So, let's introduce a social media mascot that's the living embodiment of that scrappiness—about the cheapest money can buy—as sock is literally just a sock puppet with hastily glued googly eyes.
What does Sock do?
Sock brings BJ’s savings to life through messy, native-feeling social content that feels more creator than brand.
IN DA CLERB WITH SOCK
Sock takes you inside the club to spotlight deals, new products, and savings in the most chaotic way possible. Think googly eyes losing it over a $1,000 off TV.
ON DA ROAD WITH SOCK
Sock hits the road to show how BJ’s fits into real life. Gas, tires, and everyday errands, all through Sock’s unhinged POV.
YES, CHEF! WITH SOCK
Sock cooks up trending snacks, meal hacks, and shareable food content using ingredients from BJ’s. Low budget. High chaos. Big appetite.
Gen Z meets BJ’s
Gen Z expects brands to meet them where they are: online, in culture, and in on the joke.
By leaning into viral content with our own BJ’s twist, we’re not just chasing quick acquisition wins, we’re earning trust, investing in the brand’s long-term relevance and lowering the average member age.
Budget Baddies :30Gen Z expects brands to meet them where they are: online, in culture, and in on the joke. Shopping at BJ’s Wholesale Club doesn’t mean you’ve reached unc status, it means you're a budget conscious baddie. Girly pops… it’s time we stop crashing out in the checkout line and instead slay these savings. Join today and you'll mog the other stores every damn time. Up to 25% off grocery store prices ... are we kidding?! And those everyday low gas prices … it's giving financially responsible. Plus, there’s curbside pick-up for you passenger princesses or same-day delivery for you bed rotters. Head on over to your local BJ’s Wholesale Club and be that baddie on a budget. And what if we leaned into the inherent humor of our name?
I LOVE BJ’s
A simple video embracing our name. We see a diverse range of BJ's Members, professing with a straight face, "I love BJ's." Even a family dog barks with subtitles. It all comes to a close with the end card: Funny name. Serious savings. BJ's Wholesale Club.
These concepts weren’t about chasing virality. They were about proving that BJ’s could show up on social with a real point of view, not just a price tag.