Groupon: Achieving cut through for Valentine’s Day
Our brief from Groupon was to raise awareness of their Local and Goods offering and position Groupon as an online destination for gifts in the run up to the very competitive, but commercially significant Valentine’s Day.
We used research looking into how much money couples spend on each other and how much effort they make, compared to how long they have been in a relationship for. We also drafted a second release which had a strong financial angle, comparing our spending on Valentine’s Day to our European counterparts.
To give the campaign some social buzz we also pitched content from Instagram sensation Instachaaz who captured the decline of romance through a series of witty illustrations. He posted these on his own social channels and they were used on Groupon’s channels too. And we also pitched gift recommendations from relationship expert Tracey Cox. Her gifts ideas were based upon the length of time couples have been together.
Alongside this the activity was supported by a hardworking press office positioning Groupon as the ultimate place to buy a gift for Valentine’s.
20 pieces of coverage secured for Valentine’s Day with nine nationals including The Daily Express in print and online, the Daily Star, ITV News online and The Mail Online. Online coverage featuring the Instachaaz content included MSN UK and AOL. In addition, the Instachaaz Instagram video views numbered 58,000.