Next, a messaging framework and hierarchy was set-up including an overarching tagline to ensure effective communication along all funnel stages and channels.
We then developed a new design for social channels. The challenge was to find a look that clearly differentiates the B2B from the B2C, but still has a strong connection to the Groupon brand.
Especially since the Groupon Merchant Logo had much less brand awareness than the Groupon logo, it was key to maintain the connection yet give it a more B2B feel. The final creatives clearly put the merchant in the focus of each creative, which also humanises the B2B-focused messaging.