Groupon | Global Holiday Campaign 2023
Senior Art Director – Campaign Concept & Visual Lead
Objective
Position Groupon as the go-to destination for festive gifting and experiences worldwide, while meeting regional sales targets and stakeholder KPIs.
Strategic Approach
Trend-Driven Insights – Mapped local holiday customs, colour symbolism, and purchase behaviours in 12 key markets to anchor concepts in relevant cultural cues.
Modular Visual System – Designed a flexible toolkit (photography style, icon set, motion templates) that could be localised into 18 languages without diluting brand coherence.
Inclusive Storytelling – Balanced universal holiday warmth with region-specific imagery—e.g., Diwali lights in India, Hanukkah tablescapes in the US, Lunar-New-Year reds in APAC.
Full-Funnel Roll-out – Orchestrated creative for paid social, CRM, in-app takeovers, DOOH, and web, timed to each market’s peak shopping windows
Results
+7 % YoY global holiday GMV across Beauty, Things-to-Do, Dining, and Florals verticals.
2.4 × higher click-through on region-specific creatives versus control.
11 pt lift in brand favorability (Kantar Brand Lift study, EMEA sample).
Takeaway
By uniting data-led localisation with an emotionally resonant core theme, the campaign proved that considerate design can transcend borders—turning a season of giving into a worldwide celebration of experience.
Developing Global Holiday Marketing Campaigns
In my role as the Senior Art Director at Groupon, I played a vital role in designing a cohesive and impactful global campaign that catered to diverse demographic locations including North America, EMEA (Europe, Middle East, and Africa), Japan, and Australia. My contributions to this endeavor encompassed several key aspects:
Cultural Sensitivity:
Conducted in-depth research on cultural nuances and preferences in each target region, ensuring that the visual elements of the campaign were culturally sensitive and resonated with the local audience.
Global Brand Consistency:
Established a consistent global visual identity that aligned with Groupon's overarching brand while allowing for nuanced adaptations to suit the unique characteristics of each region.
Localized Design Elements:
Developed design elements that reflected the specific tastes and preferences of each demographic, ensuring that the campaign felt relevant and relatable to diverse audiences.
Language Considerations:
Collaborated with linguistic experts to ensure that the campaign visuals seamlessly integrated with various languages and scripts, enhancing accessibility and engagement.
Adaptability Across Platforms:
Designed visuals that were adaptable across different platforms, accounting for variations in screen sizes, resolutions, and user experiences prevalent in each region.
Strategic Cross-Functional Collaboration:
Worked closely with cross-functional teams, including regional marketing specialists and cultural consultants, to incorporate diverse perspectives and insights into the visual elements of the campaign.
Multichannel Integration:
Ensured that the visual components of the campaign seamlessly integrated across various channels, including online and offline mediums, catering to the diverse ways audiences engage with Groupon globally.
Comprehensive Style Guide:
Developed a comprehensive style guide that provided clear and detailed instructions on the adaptation of visual elements for each region, maintaining a harmonized yet locally relevant campaign.
Feedback Iteration:
Actively gathered feedback from regional teams and stakeholders, allowing for iterative improvements and adjustments to the visual elements based on real-time insights.
Performance Monitoring:
Monitored the performance of the campaign in each region, analyzing key performance indicators and adapting the visual strategy as needed to optimize engagement and conversion rates.
Global Brand Impact:
Ensured that the global campaign not only respected regional diversity but also contributed to a consistent and positive impact on Groupon's brand image globally.
Through these contributions, my role as Senior Art Director facilitated the creation of a visually compelling global campaign that effectively reached and resonated with diverse demographic locations, reinforcing Groupon's brand presence on a global scale.
