B2C/B2B Recovery Campaign

So #@$%ing Ready

A B2C/B2B recovery campaign to drive new and lapsed customers to business partners who needed help to recover following lockdown.

Duties

Creative Direction

Content Production

Content Writing

Brand Messaging

Copywriting

Research

The world is opening up again…

Groupon’s small business partners around the world were starting to reopen following lockdown, but struggling with uneven demand:

Customers were torn: 67% of surveyed customers were excited to return. 33% remained cautious about returning to all their favorite activities.

Groupon needed a campaign to bridge the gap—reassuring the hesitant while energizing the eager—while putting all the shine on small businesses who needed it most.

Key Stat

+18%

Consumer spending from Q1 to Q2

The Challenge

Develop a social-first campaign to rekindle desire and drive conversion for local experiences

Strategy

1. Meet the Moment

Find the right tone to spur the eager and nudge the cautious, while centering Groupon’s small business partners

2. Capture Emails & Gather Leads

Activate customers across all touchpoints to shoutout/nominate the businesses they’re most excited to return to via a $100k giveaway to one winning customer, $10k to 10 nominated businesses.

3. Drive Traffic & Conversion

Develop four weeks of content with targeted promos (on-site, email, in-app, social, etc.) and segmented customer journeys

Campaign Purpose

Get

Customers pent up from over a year of lockdown.

Rediscover local favorites and novel experiences in and aroundvtheir city.

Amplifying customer’s favorite small businesses all over the world

Production