Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.
Tune in to learn:
- Melanie’s role in Groupon’s brand transition (3:33)
- The role of data in Groupon’s marketing (14:56)
- Melanie’s philosophy on balancing growth with velocity (21:34)
- The story behind Groupon’s big game campaign with Rob Gronkowski (31:00)
Mentions:
- Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359)
- FCB Global
- “Party Like A Player” Sweepstakes
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