White Claw

12 Days of CLAW-mas: Driving Acquisition for the White Claw Shore Club

The Shore Club is White Claw’s members-only loyalty program, built to reward fans with exclusive access, perks, and giveaways.

Loyalty perks are leveraged as White Claw’s primary acquisition channel, designed to convert attention into membership through CRM-led moments and paid media creative. Sweepstakes announcements are the top-of-funnel hook, inviting new fans into the program while strengthening brand affinity.

CLAW-mas set the benchmark: an all-new 12-day holiday sweeps featuring 360+ winners and custom-made prizes, built to drive signups at scale and establish loyalty as a core growth lever for the brand. The sweeps resulted in over 157k signups, the highest amount ever for any sweepstakes, with just about half of those acquisitions being new Shore Club members via CLAW-mas entries.

Role: Associate Creative Director