100 Ways to V-Day
Campaign Title: 100 Ways to V-Day
Quarter: Q1 2023
Clients: Merchant Marketing and Global Merchandise
Focus: Valentine’s Day Gifting
Campaign Brief
Valentine’s Day is no longer one-size-fits-all. It’s a celebration of love in all its forms—romantic, platonic, self-love, and everything in between. The 100 Ways to V-Day campaign was created to inspire and empower users to celebrate love their way.
The campaign spotlighted diverse and personalized gifting experiences—across Beauty & Wellness, Things To Do, Romantic Dinners, and Flower Delivery. Our creative strategy was rooted in flexibility, joy, and discovery—highlighting that there are countless ways to make someone (or yourself) feel special.
Business Goal
Drive conversion and sales of Valentine’s Day-related gifting deals across top-performing verticals:
Increase visibility and purchase intent for Beauty & Wellness experiences (e.g., spa days, massage packages).
Promote experiential gifting under Things To Do (e.g., escape rooms, wine tastings, dance classes).
Reinforce Groupon as a go-to platform for romantic dinner reservations and flower delivery, especially among urban users.
Re-engage dormant users and expand seasonal campaign reach through emotional storytelling and localized deal curation.
V-Day B2B Merchant Marketing
For Valentine’s Day, I led the art direction for Groupon’s B2B merchant marketing campaign—developing visually compelling assets that encouraged local businesses to promote their offers on the platform. The campaign balanced romance and results, using bold layouts, playful typography, and a vibrant palette to drive engagement while aligning with Groupon’s brand voice.
From email banners to digital toolkits, the visuals were crafted to feel celebratory yet conversion-focused—empowering merchants to turn love into measurable business growth.
V-Day Customer-Facing Merchandising – Groupon
For Groupon’s Valentine’s Day customer-facing merchandising, I developed a cohesive visual language that blended romance with discovery. The campaign focused on giftable experiences, self-care, and last-minute surprises—appealing to both couples and solo shoppers. I designed homepage takeovers, curated deal collections, and promotional assets that were bold, playful, and emotionally resonant. Strategic use of color, typography, and iconography created a sense of urgency and excitement while staying true to Groupon’s approachable brand identity.
The result: a visually unified, high-impact campaign that drove engagement and sales during one of the year's most competitive retail moments.
