Shoplooks, a rapidly growing influencer marketing network, partnered with Groupon to design a campaign that would amplify brand visibility and increase awareness on Instagram. This was our first campaign for the leading online marketplace offering attractive deals on experiences, services, and products. Our main objective was to drive traffic to the Groupon website and boost the brand’s presence on Instagram, as well as spread information about its top trending deals.
To achieve these goals, the campaign collaborated with travel and lifestyle creators who shared authentic, personal experiences and reviews to engage diverse audiences. By strategically leveraging the loyal, highly engaged followings of both popular creators and micro-influencers, the initiative spotlighted Groupon’s value proposition and demonstrated how effortlessly its deals could be redeemed by individuals for themselves or as a gift for their loved ones. This approach aimed to not only enhance visibility but also foster stronger brand affinity and inspire consumer action.
To bring this campaign to life, the Shoplooks team developed a comprehensive, collaborative strategy that aligned with Groupon’s objectives of enhancing visibility and engagement on Instagram. The campaign, which ran from June to October 2024, featured a carefully curated selection of seven travel and lifestyle influencers, including five micro-influencers with under 100,000 followers and two macro-influencers with over 150,000 followers. This selection allowed the campaign to reach a wider demographic while capitalizing on the authenticity and niche appeal of micro-influencers.
Setting KPIs
The campaign began with setting clear KPIs for influencer performance, including target metrics such as impressions, engagement rates, and click-through conversions to Groupon’s deals. These goals were outlined during the onboarding process to ensure alignment with both the brand’s vision, campaign goals, and the influencers’ capabilities. Influencers were provided with complimentary Groupon vouchers, allowing them to select and experience activities that authentically aligned with their personal brand—whether it was a relaxing spa day or an adventurous outing.
Content Formats
Content deliverables included Instagram posts, Stories, and Highlights, each tailored to amplify the campaign's reach and sustain its impact. Posts featured the creators’ POV as they enjoyed their chosen Groupon experience, whether it’s an adventurous trip or a relaxing experience. Content also used campaign-specific hashtags #GiftingwithGroupon and #GrabLifebytheGroupon to unify the campaign and maximize discoverability. Highlights, in particular, provided a lasting presence on influencers’ profiles, ensuring visibility long after the initial post.
Collaboration & Feedback
The execution phase was marked by a strong focus on collaboration and feedback. Regular check-ins between the Shoplooks team, Groupon, and the influencers ensured that all parties remained aligned throughout the campaign. Influencers shared drafts and previews of their content for feedback before posting, allowing the team to fine-tune messaging and visuals to reflect Groupon’s brand identity. This iterative process not only enhanced the quality of the content but also fostered a sense of partnership and trust among all stakeholders.
Performance Tracking
Performance monitoring played a crucial role in evaluating the campaign’s success. The Shoplooks team tracked influencer performance against the predefined KPIs, analyzing metrics such as audience reach, impressions, click-through rates, and engagement. Influencers who exceeded these benchmarks were recognized and celebrated, reinforcing a positive relationship and encouraging top-tier performance.
Challenges
The campaign faced some challenges, specifically with scheduling and coordinating influencers who operate on different time zones. However, the team demonstrated agility by offering flexible timelines and advanced planning, ensuring the timely publishing of content over the campaign period.
By maintaining open lines of communication with Groupon and the influencers, Shoplooks created a campaign that not only showcased Groupon’s wide selection of exciting deals but also brought them to life through authentic storytelling. This approach allowed Groupon to connect meaningfully with its target audience, reinforcing its position as a trusted platform for value-driven experiences.
Through thoughtful strategy, proactive execution, and a commitment to content quality and message authenticity, this campaign exemplified the power of influencer partnerships to drive real results and foster deeper connections between brands and consumers.
The campaign successfully achieved its primary objectives of increasing awareness and brand visibility for Groupon on the Instagram platform. By collaborating with a diverse group of travel and lifestyle influencers, the campaign’s content reached a wide audience, generating hundreds of thousands of views and impressions across Instagram posts and Stories.
Engagement metrics exceeded initial expectations, with influencers’ audiences responding positively to the relatable and authentic reviews of their Groupon experiences. Influencers effectively showcased the ease and enjoyment of using Groupon’s services, which resonated with their followers. Notable successes included family and lifestyle blogger Susie Bachar (@wearejustthe3ofus), whose spa day post with her husband garnered over 83K views.
Yvette Arriaga (@theaustintourist), who shared a video of her halotherapy experience at the Austin salt caves, which achieved over 63K views. These high-performing posts demonstrated the powerful connection influencers can forge with their followers through authentic content and real experiences.
The use of hashtags #GiftingwithGroupon and #GrabLifebytheGroupon further amplified reach, fostering community engagement and sparking conversations around the ease and accessibility of Groupon deals. In addition to boosting awareness, the campaign demonstrated the power of strategic influencer partnerships in driving meaningful connections with audiences.
The inclusion of Instagram Highlights extended the longevity of the content, ensuring continued visibility and impact for Groupon well beyond the campaign’s active period. This approach not only enhanced visibility but also fostered stronger brand affinity and inspired consumer action, making the campaign an undeniable success.
Through thoughtful strategy and the execution of high-quality, authentic content, this campaign highlights the impact of influencer marketing in driving real results and fostering deeper connections with target audiences.
