While Groupon vouchers are an exceedingly popular and well-known feature of their company, Groupon looked to Studio 1847 to help promote its other major pillar of business —the little-known Groupon Coupon.
Through the creation of engaging and interactive content and a #GrouponCouponChallenge, we executed a unique written, visual, and social campaign that was informative, entertaining, and socially engaging with the target market: Millennials with money.
This multi-faceted, omnichannel campaign began with the creation of a custom article that followed two couples on an exciting US$1,000 “day of fun” in Chicago. They saved nearly US$300 by using a variety of Groupon offerings: coupons, vouchers, and Groupon+.
We also conceived and executed several custom-built interactive infographics to live on ChicagoTribune.com. Each with a different topic, these interactive infographics focused on daily savings and surprising gifts you can get through Groupon, as well as the most popular gifts by region.
All pieces required research and creativity from our team, as well as a bit of mathematics and animation to engage the readers in a click-and-reveal experience during the holiday shopping season. Additionally, each piece of content was featured on the Chicago Tribune’s Facebook page as a paid post to reach a greater audience.
Then we upped the ante by creating social excitement around taking a #GrouponCouponChallenge. We enlisted the help of 11 influencers with a combined reach of more than a million followers who took the challenge, shared our original article, and wrote about their (all positive) personal experiences with the challenge, engaging their followers to do the same. This influencer-generated content included custom blog posts, Instagram posts, and Instagram story frames.
The campaign results were impressive, as evidenced by client feedback, the time spent on content, click-through rates, and social follower engagements. In addition, social engagement responses from followers were overwhelmingly positive toward the Groupon brand.
Average time spent on all content living on ChicagoTribune.com was 1 minute, 51 seconds. This shows that the readers were extremely engaged and interacting with the various elements of each piece of content. The campaign as a whole had a combined click-through-rate of .39% (the goal was only to exceed .08%). We executed two Facebook paid posts that resulted in more than 15,000 clicks back to the custom content.
The highlights of our social influencer campaign include a combined Instagram social influencer follow reach of 1,447,800, a total of 17,267 social engagements, and 122,436 Instagram story impressions (Instagram story views).