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Groupon Display Ads Raised Sales by 30 Percent; Unveils Concept Store

  |  November 20, 2012   |  Comments   |  

Groupon Hong Kong's display campaign drove sales using new production tool.

Groupon Hong Kong, which started as a group-buying site online, has opened a 4,000 square feet branded concept store in Soundwill Plaza, Causeway Bay on Friday.

Located in the heart of the city's shopping district, customers will be able to redeem and test products in the store.

As part of its opening celebrations, Groupon seeded flash mob dancers in Times Square dancing to the tune of Korea's hit viral Gangnam Style. The YouTube video has attracted more than 5,500 views over the weekend.

Danny Yeung, CEO and founder of Groupon Hong Kong noted that many customers prefer picking their Groupon products instead of delivery in the city.

"The store reinforces our commitment to bringing more value and a better experience to customers in Hong Kong," he said in a press statement.

Yeung demonstrates that iPads are provided in-store for visitors to browse, purchase, print, and redeem Groupon vouchers on the spot.

Meanwhile, Groupon Hong Kong's switch to a new ad production tool has resulted in sales lift at more than 30 percent.

Groupon HK Creative Optimization Tool Increased Sales Conversion [Case Study]

Advertiser: Groupon Hong Kong

Vertical: E-commerce

Publishers: Discuss HK, Uwants HK, Sina HK, and MSN HK

Campaign Period: August 1 to 31

Objective: Groupon Hong Kong had to promote its daily offers from merchants and vendors to new consumers in a timely manner. When it first started, it would produce one set of generic ad banners to run for the year, which resulted in overexposure, ad blindness, and low CTR. Without adding production costs, the Hong Kong team had to find a way to drive more impressions on its daily deals, build customer base, and increase CTR.

Execution: Groupon started using MediaMind's creative optimization tool, Smart Versioning, which allows its media producer Rick Chan to automatically create and serve multiple ad versions that could target users by geography, behavior, and other characteristics such as audience's demographic data or interest (those that previously engaged with the ad) in August. His team was able to create a master ad template and changed creative elements quickly to promote new daily deals and refresh existing deals on a daily basis.

Results:

  • Groupon Hong Kong's sales revenue increased by more than 30 percent.
  • An 80 percent increase in the impressions served compared to previous campaign based on similar placement site and ads quantity.
  • It requires only one media professional to produce and run multiple creative versions by uploading information to the ad template resulting in lower production time and cost.

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ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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