Groupon - Prosecco Nails Case Study

Groupon: Prosecco Nails

CHALLENGE

Our brief from Groupon was to position it as an online destination for gifts in the run up to Mother’s Day and drive traffic to it’s Mother’s Day site.

APPROACH

Working with an experiential food company we created the world’s first edible Prosecco flavoured nail polish. Combining two of Groupon’s most popular products (manicures and Prosecco), the story tapped into the UK’s love for Prosecco, and was positioned as a great gift for Mother’s Day. We ran a competition where customers could visit the site to be in with a chance of winning one of the limited-edition bottes, which launched in the run up to Mother’s Day, driving traffic to the site at a key time.

To support the story we produced images and video content, and pitched out the assets to media in the days leading up to Mother’s Day. We also selected 10 top tier journalists who each received a hand delivered desk drop of the product, along with some real Italian sparkling wine to get them in the mood!

The activity was supported by a hardworking press office positioning Groupon as the ultimate place to buy a gift for Mother’s Day.

IMPACT

130 pieces of coverage secured for the Prosecco Polish including the Mail Online, Telegraph Online and Metro print and online. The Prosecco Polish was also featured on Buzzfeed, Cosmopolitan, Harper’s Bazaar, ELLE, Glamour, Stylist and Huffington Post. The news was reported on in internationally in 15 different countries and included pieces on Vogue (Germany) and Nylon (Singapore).

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