Mobile Payments Today interviewed Holler’s CMO, Sarah Aitken on a unique partnering with Stella Artois and Venmo to support the James Beard’s Foundation for restaurants and businesses, #OpenForGood.
This is the time of the year that many companies look past their own challenges to give a hand to the less fortunate. With all that this country has dealt with this year there seems to be more businesses and people who will be struggling this holiday season than in the past, especially in the restaurant and small business sector where many businesses have already had to close their doors.
This Thanksgiving, Holler, creator of animated stickers and Stella Artois, a Belgian beer manufacturer teamed up for the first time to support the James Beard Foundation’s #OpenForGood campaign that helps struggling restaurants and businesses.
Now through November 27, when a consumer uses Holler’s specially designed Stella Artois stickers when paying through Holler’s payment partner, Venmo, Stella Artois will donate $5 on behalf of the customer. Currently the program is only active in California, Arizona and Nevada.
Mobile Payments Today interviewed Holler’s CMO, Sarah Aitken for more information on this innovative way to help other businesses during the holiday season.
Q: Why did Holler and Stella Artois choose the James Beard Foundation as a charity? How is it helping the restaurant industry during this difficult time?
A:The restaurant and bar industry is at the heart of Stella’s identity and the brand has been supporting industry relief efforts in partnership with the James Beard Foundation. The donations from the campaign will benefit James Beard Foundation’s #OpenForGood initiative. This campaign is focused on helping restaurants get back on their feet after pandemic closures and related issues, and prepare for future success with proper training and equipment to thrive.
Q: Is there a dollar figure you are hoping to meet with the sticker pack?
A: Stella Artois will be donating $5 on behalf of each customer in California, Arizona and Nevada who uses the Stella custom sticker from now through Nov. 27 until the max donation of $15,000 is reached. The program has been underway since Nov. 13.
Q: Why did you choose Venmo as opposed to other payment apps?
A: Holler has partnered with Venmo since January 2020 to add animated stickers to its payments service. Venmo operates in a unique space as the only social payments platform by providing a way for people to socially share payments. Venmo’s messaging capabilities make them an ideal partner for Holler, as we strive to enhance online conversations across platforms. We also provide brands with the opportunity to connect with consumers on Venmo through animated stickers in relevant payment moments.
Q: How do you think the stickers will go over? What was the inspiration for creating them and who created them?
A: We are excited to have consumers interact with our new set of stickers. The Holler x Stella Stickers were designed to add a thoughtful, elegant and heartfelt touch to payment notes this Thanksgiving season. The inspiration behind these stickers came from Stella Artois’ purpose of encouraging people to savor time with the people who matter most which happens quite often over delicious food and drinks.
Like all Holler Stickers, they were brought to life by the creative geniuses in our internal animation studio. Holler’s branded stickers often see even higher engagement rates than our unbranded stickers. We expect these to do just as well, if not more because of the donation aspect.
Q: What will be the benefits to the food and beverage program through this event?
A:The food and beverage industries will be [financially] supported via the donation to the James Beard Foundation donation.
Q: Aside from QR codes and email blasts, how else are you and Stella Artois promoting this program?
A: The largest promotion for this campaign is through on-premise QR codes which will be displayed at participating small businesses and restaurants. These fixtures will signal to consumers in California, Nevada and Arizona that they can attach a Holler x Stella Sticker to their Venmo payment note and in turn help local businesses through a donation to the James Beard Foundation. Additionally, both Holler and Stella Artois will be promoting this campaign via social media during the Thanksgiving.
Q: If this program is successful, what is the possibility of another holiday focused event to be held in this manner to help the food and beverage industry?
A:Though food and beverage-related payments are high drivers of Holler’s stickers on Venmo, they have never been tied to a donation before, and the campaign is the first of its kind. We are extremely excited about being part of a campaign that supports local communities. We hope the success of this campaign will serve as inspiration for marketers and brands who are looking to color outside the lines and experiment with new ways of engaging their audiences and better serving their communities at large.