Summer Campaign Overview
Scope
The Summer Campaign was designed to leverage warm-weather consumer behavior across North America, EMEA, and APAC markets, including the U.S., UK, France, Germany, Italy, Spain, Ireland, Poland, and Australia. The campaign integrated all Groupon business verticals—Local Food & Drinks, Beauty & Wellness, Things to Do, Travel, Goods, and Gifting—with seasonal positioning to maximize engagement and sales.
The inventory strategy highlighted:
Outdoor dining and food tours.
Summer travel packages and weekend getaways.
Seasonal beauty and wellness treatments (e.g., skincare, spa retreats).
Experiential gifting for birthdays, anniversaries, and summer holidays.
Summer goods including home, garden, and active lifestyle essentials.
Business Goals
Drive Seasonal Purchase Behavior – capitalize on summer consumer spending patterns across all verticals.
Cross-Sell Verticals – introduce customers engaging in one category (e.g., Travel) to complementary offers (e.g., Local Dining).
Boost Merchant Participation – onboard and promote more season-specific offers, especially outdoor experiences and travel deals.
Enhance Brand Perception – position Groupon as a go-to summer lifestyle platform rather than just a discount marketplace.
ROI Framework
Incremental GMV Uplift: Compare summer campaign period performance versus baseline (pre-campaign).
Cost Efficiency: Measure CPA across multiple verticals and geographies.
Merchant ROI: Track uplift in merchant sales, bookings, and repeat participation post-campaign.
Customer Lifetime Value (LTV): Measure how summer-acquired customers contribute to other seasonal campaigns and verticals.
KPIs
Top of Funnel:
Reach and impressions across digital, email, app, and social placements.
Video completion rates for summer hero creative and experiential storytelling.
Mid Funnel:
Engagement rates on curated seasonal landing pages.
Click-through rates on cross-vertical promotional bundles (e.g., Travel + Dining).
Increase in wishlist adds and in-app deal saves.
Bottom Funnel:
Voucher purchases segmented by vertical (Food, Beauty, Travel, Goods, Things to Do, Gifting).
Average Order Value (AOV) growth during campaign period.
Redemption rates and customer satisfaction scores (CSAT).
Brand KPIs:
Growth in multi-vertical purchase behavior (customers purchasing in 2+ verticals).
Merchant Net Promoter Score (NPS) improvement post-campaign.
