Groupon: DRAG-ing Brits out of lockdown

CHALLENGE

As we left a life out of lockdown and welcomed the end of restrictions, we needed to reinvigorate consumer interest in Groupon’s experiences, particularly its health and beauty offering.

APPROACH

After an 18-month hiatus, one of the most hotly anticipated activities was the return of the dancefloor – and many of us weren’t afraid to admit we felt a little rusty in prepping for that first big night out and looking confident when dancing in a bar or club.

And who better to get us ready than the queen of the dancefloor, Cheryl Hole?! In the lead up to ‘freedom week’, we launched a masterclass with the renowned RuPaul drag queen to help out-of-practice Brits re-learn the vital skills that would ensure a successful first big night out – everything from make up to last the night, to tips on flirting IRL, to mastering the moves for the club.

The campaign was underpinned with research revealing our biggest worries ahead of our first night out and supported with interview outreach across nationals, lifestyles and broadcast where Cheryl also highlighted how Groupon has all the deals to help you make your big return.

IMPACT

We secured 36 pieces of coverage in total – 18 online and print hits, including top tier titles the Independent and Mirror online, as well as 18 broadcast pieces, including 6 x BBC stations. We also secured 4 x interviews with national and consumer lifestyle media, including Press Association.

36 pieces of coverage | 18 online & print hits | 18 broadcast hits | 67M+ reached

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