Groupon: Social Christmasing

CHALLENGE

After a year without experiences, we needed to reignite consumer interest in Groupon and remind Brits that it is a one-stop shop for all your needs this Christmas. Whether you’re looking for gifts, decorations, hosting supplies or treats for yourself, Groupon can help you tick off your festive to-do list.

APPROACH

Ahead of a Christmas expected to be restricted by social distancing, we created a 2m long Christmas cracker designed to help friends, neighbours and communities celebrate together, from a Government-stipulated distance. Each cracker contained a mulled wine scented hand sanitiser, a small tape measure to ensure the correct distance is maintained, as well as a party hat and a fun joke. The crackers were given away on a limited edition run on the Groupon website and gifted to select media and influencers to drive engagement on Instagram.

IMPACT

The campaign drove coverage across the nationals, including Metro and the Guardian, while our influencer content secured an above benchmark engagement rate of 2.98%. We even managed to get Piers and Susannah pulling it on Good Morning Britain. Most importantly it drove plenty of traffic to the Groupon website, with over 1,600 people entering to win a cracker for themselves.

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