GROUPON
Reframed Brand’s Unique Selling Proposition & Discovered a Brand-Building Promotion
Wanted
A disruptive, galvanizing brand act that will both inspire a consumer movement and generate earned media.
The Situation
Business performance, familiarity and consideration trending down
Brand fighting perception of poor quality
50% decrease in paid media
Heading into a key volume period
The Brand's Vision
A world where people value experiences more than stuff.
The Problem
Holiday gift lists are only about things, not experiences.
Discover Traction
MOM TRACTION POINT
Every year, my crew expects magic and I’m on point to deliver
HOLIDAY TRACTION POINT
Remixing Traditions
CULTURAL TRACTION POINT
FROM: hoarding
TO: holding joy
BRAND TRACTION POINT
Motivates me to do more with friends & family
FIND THE SOLUTION
