“Grab Life by the Groupon” was a major brand campaign launched in August 2021 to reposition Groupon as the go-to marketplace for unforgettable local experiences
Business Goals
Reignite awareness of Groupon as not just a deals site, but a destination for local adventures—drives, classes, getaways, and more.
Expand inventory reach, showcasing a broader variety of experiences that users can “grab life” from—a key messaging pillar
Boost consumer engagement and conversion, by encouraging users to act—and merchants to list more offers—while the campaign ran across multiple channels (TV, digital, social)
OI Framework
Groupon measured ROI by tracking:
Incremental bookings & revenue uplift during the campaign versus pre-launch baseline.
Cost per acquisition tied to marketing spend—especially via high-impact media like TV spot “Grab Life”.
Merchant enrollment and deal list growth, to validate return on investment from increased platform activity.
Long-term brand equity, assessed through brand lift studies and year-over-year performance improvements.
Campaign KPIs
To achieve business goals, the following metrics were tracked:
Top‑of‑funnel KPIs:
Reach and impressions across TV, digital display, OOH, audio, OLV, and social channels
Mid‑funnel KPIs:
Engagement rates (click‑throughs, video completions), landing page views, session duration.
Influencer marketing KPIs also focused on impressions, engagement rate, and click-through conversions
Lower‑funnel KPIs:
Transactions per channel, voucher redemptions, average order value (AOV), completed bookings.
Coupon / deal redemption-specific KPIs:
Redemption rates, break-even analyses, total revenue attributable to promo codes—per best practices in coupon campaign ROI
Outcome & Impact
A measurable uptick in coupon redemptions and local experience transactions during the campaign period.
Positive audience engagement via influencer-generated content—campaign hashtags like #GrabLifebytheGroupon drove strong visibility with compelling video storytelling
Improved merchant participation, with more deals listed as part of the push to showcase variety and value.
In summary: “Grab Life by the Groupon” blended brand storytelling and performance marketing to drive both awareness and bottom-line growth. With multi-channel media execution and clear funnel metrics—from reach to revenue—it delivered real ROI, positioning Groupon as the go-to platform for local adventures.
