Groupon ERG Project:
Pride 2021
Strategy
Partner with Groupon’s DEI Pride ERG to develop an authentic Pride campaign that highlights and supports LGBTQ+ owned and allied local merchants. The strategy focused on celebrating community, amplifying diverse voices, and encouraging customers to discover and support inclusive businesses on the platform.
Creative Concept
Create a vibrant Pride campaign that showcases the diversity of Groupon’s merchant community. The concept centres around celebrating pride, inclusivity, and local connection, using bold colours, uplifting messaging, and merchant stories to highlight businesses that support the LGBTQ+ community.
3. Cross-Team Collaboration:
Strengthened collaboration between the DEI Pride ERG, marketing, and design teams, creating a model for future ERG-led campaigns.
Impact / Results
The campaign successfully introduced Groupon’s first Pride initiative, strengthening the company’s commitment to diversity, equity, and inclusion while increasing visibility and support for diverse local merchants. It also established a foundation for future culturally focused campaigns.
4 concise main results of
Groupon ERG Project: Pride 2021
1. First Dedicated Pride Campaign:
Successfully launched Groupon’s first company-wide Pride campaign, establishing a foundation for future DEI and community-focused initiatives.
2. Increased Visibility for LGBTQ+ Merchants:
Highlighted LGBTQ+ owned and allied businesses on the platform, helping amplify diverse merchants and encourage community support.
Execution
Create a vibrant Pride campaign that showcases the diversity of Groupon’s merchant community. The concept centres around celebrating pride, inclusivity, and local connection, using bold colours, uplifting messaging, and merchant stories to highlight businesses that support the LGBTQ+ community.
4. Positive Brand Engagement:
Generated strong internal and customer engagement while reinforcing Groupon’s commitment to diversity, equity, and inclusion.
