Jordan Keller Writer + Producer + Director Good Work Repositioning Campaign Grab Life by the Groupon A top-to-bottom gut rehab of a brand platform to reposition Groupon from a discount provider to a discovery portal for life-changing experiences. Duties Content StrategyCreative DirectionBrand IdentityBrand MessagingCopywriting Research”Groupon … still exists?” Two successful brand test campaigns made it clear: It was time for a full top-to-bottom rebrand.The world was opening up post-lockdown with people hungry for experiences, but Groupon’s brand had stagnated.Key takeaways following the success of Yep, There’s a Groupon for That and So #@$%ing Ready. Outdated visual identity Brand had lost its signature quirkiness Seen as discount provider rather than experience discovery platform Negative perception from years of unfocused, spray-and-pray email marketing StrategyShift perception from deals to experiences Brand Creative Breathe New Life Redefine brand voice/tone, overhaul visual identity, launch omnichannel campaignSocial Amplify Experiences Develop new global content production guidelines and distribution strategyContent Production Global Rebrand Create playbooks for international markets, establish pipelines for UGC content creation and reactive content strategies Get Lapsed and new customersTo Think of Groupon as their hype-man for living their fullest, funnest life (and saving money while doing it)By Being confidently weird, repurposing UGC to drive FOMO, and spotlighting small businesses anywhere, everywhere. DirectionA vibrant, quirk-fueled brand gut rehab, transforming Groupon from “discount dealer” to “experience evangelist” Production Brand Messaging Guidelines Brand Style Guidelines Visual Guidelines Social Content Templates New Welcome Email Brand Hero Ad Play Campaign Results+23%Brand Recognition+15%Purchase Intent+5%Inbound Traffic+11%Social Engagements”Groupon is…”#### +23% ##### Youthful+22%Exciting+16%High Quality+15%Unique+11%Modern+9%Trustworthy