The Challenge
Those three words. Ugh.
Groupon heard them from skeptical business owners repeating stories of disgruntled Groupon merchants, and from lapsed customers relaying their bad Groupon experiences.
But bad Groupon experiences were rare. They were much better, much more often than those anecdotes make them seem. (Their app had 5 stars, damn it!)
If Groupon could meet merchants where they were at with their negative perception, own up to how they’ve fallen short, and introduce them to who they were and how they’ve improved, then they could start earning their trust again.
They could change the conversation around those three words, and shift their mindset from “Dont Use Groupon” to “Dont. Use Groupon.”
Business Objectives
1
Increase merchant awareness/traffic at the top of funnel to make outreach easier on sales reps
2
Drive activation by weaving in CTA to inbound channels
3
Tell a new story to new and lapsed merchants following Global Brand Relaunch
What I Did
I created the concept for Groupon’s first ever B2B top-of-funnel campaign: Don’t Use Groupon.
I wrote the script, and helped storyboard the hero video.
I also worked with our video editor to slice the video into pre-roll ads for YouTube and Connected TV.
Full Hero Ad
:15 Supercut Pre-roll Ad
Connected TV & YouTube Pre-roll Ads
:30 “Control” YouTube Pre-roll Ad
:30 “Customers” YouTube Pre-roll Ad
New Merchant Marketing Website
As a destination for our CTAs, I proposed a newly designed B2B website.
I collaborated with our Design team and developed content for a "single source of truth" about Groupon’s new suite of marketing tools, making outreach easier for sales reps.
Paid Social Ads
Connected TV Ads
