Hasta La Creative!

“Now is the moment to go and reconnect with consumers who knew us as a deal or email company and connect with new consumers,” said Jon Wild, VP of North America marketing at Groupon, noting that the direction should attract millennials in addition to Groupon’s core “mom” customer. “This notion of accumulation of experience is more meaningful than accumulation of material things and it’s really powerful.”

While Mr. Wild declined to specify the cost of the new campaign, it is a significant rollout bolstered by social media and digital elements that will continue through the remainder of the year. In November, the company revised its 2016 marketing budget, saying it would increase spending by an additional $150 to $200 million in 2016. Groupon works with more than 400,000 merchants in North America and more than 700,000 globally.

There’s quite a bit riding on the effort as Groupon struggles to turn the business around. After its debut as a daily deals site in 2007, the company attracted scores of recession-weary consumers hungry for a bargain. The high-flying site went public in 2011 at $20 per share. But the fervor quickly faded for sites like Groupon and competitors LivingSocial and Gilt Groupe. Even Amazon closed its daily deals business last year. Groupon, which now has shares trading around $3.30, laid off 1,100 employees globally in September. In its recent first-quarter earnings report, the brand listed $732 million in revenue, a 2% decline over the year-earlier period, and a net loss of $49.1 million, more than triple that of last year.

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