We were tasked with inspiring mums to make the most of the summer holidays, positioning Groupon as her partner-in-fun when it comes to ideas for herself and her family. The campaign needed to drive traffic to Groupon and work across Facebook and earned media.
Targeting Groupon’s core demographic of mums, this Summer EMEA Hub campaign tapped into the realities of parenting, based on social media insights that mums and dads feel pressure to give their kids the ‘perfect’ summer. As mum’s supportive partner, we wanted to show how Groupon could help parents enjoy a summer free of this pressure and help them embrace the everyday, real-life moments that makes summer fun and memorable.
With this in mind, our campaign encouraged parents to enjoy a #SummerUnfiltered. This integrated brand platform was amplified across all channels, kicking off with a video that was shot to mimic an Instagram story, followed up with a social competition on Facebook, a parenting influencer programme and a story about how parents feel guilty during the summer holidays, for earned media.
The video received 1.9 million views. We engaged with 10 influencers with a total reach of over 1.3 million, 92 Instagram posts and stories and 9 dedicated blog posts. In addition to this, the social competition had over 1,800 entries on Facebook across EMEA. We also secured 260 pieces of coverage across five core markets, including key national, lifestyle and regional media.