Wish Launches Second Phase of Global Brand Marketing Campaign
October 17 2022 - 4:41PM
Business Wire
New ad campaign encourages shoppers to avoid
the forced smiles and ‘discover the gift you never dreamed you
wanted’ on Wish
ContextLogic Inc. (d/b/a/ Wish) (NASDAQ: WISH), one of the
world’s largest mobile ecommerce platforms, today announced the
launch of the second phase of its global integrated brand
marketing, with the new ‘Forced Smiles’ creative ad campaign to
support its rebrand.
Developed in partnership with ad agency Whale, the
multi-channel, multi-market campaign features a new ‘Forced Smiles’
creative ad that plays on the false reactions that we emote when
receiving bad or ill-conceived gifts from our family and
friends.
The creative follows the story of a man being gifted with an
unwanted, tennis-racket-shaped present leading to him putting on
his best forced smile on his face to appease his family. A Wish
portal then opens above him and different items from his Wish list
begin falling into his living room. One of those items is a set of
bagpipes which land in his arms, giving him the gift he really
wished for, and igniting a genuine smile. Luckily for shoppers,
they can now share their Wish list with loved ones to avoid the
annual awkward gift opening time where forced smiles abound. See
the ad here.
The ‘Forced Smiles’ campaign marks the second installment of
Wish’s rebrand campaign which began in August of this year. As part
of the new campaign, a series of advertisements, including both
video and audio formats, will run across digital, TV and streaming,
radio and social platforms in the UK, US, Germany, Italy, Canada
and Australia.
The 7-week campaign kicked off on October 15, to tie in with the
peak planning and buying period for the festive holiday period,
with TV, streaming and audio going live in all regions until Dec.
30.
“This second phase of our marketing campaign marks an important
milestone for us, after a year of incredible transformation within
the business, as we continue on our mission to build an even
greater world of discovery for our shoppers and merchants. We’re
looking forward to hearing our customers’ reactions to our latest
campaign as we bring them further into the new world of Wish,” said
Tarun Jain, Chief Product Officer & Chief Customer Officer at
Wish.
As part of the campaign, Wish will be continuing its
collaboration with a range of talented content creators to extend
the campaign’s reach. Including Adrian Bliss, Baby Tate, Harry Tate
and MLMA, each of the influencers have been carefully selected to
showcase how Wish provides a discovery-driven personalized shopping
experience for all.
Over the last year, Wish has undergone a progressive rebrand
where it has made improvements to the consumer and merchant
experiences, including faster delivery times and enjoyable new
features for shoppers. The new brand was accompanied with a
refreshed mission statement - “Bargains Made Fun, Discovery Made
Easy” - to reaffirm the company’s commitment to providing a unique
and serendipitous shopping experience, where consumers can discover
new products around the globe, all driven by personalisation
technology and robust merchandising.
About Wish:
Wish (ContextLogic Inc. (d/b/a Wish)) brings an affordable and
entertaining shopping experience to millions of consumers around
the world. Since our founding in San Francisco in 2010, we have
become one of the largest global ecommerce platforms, connecting
millions of value-conscious consumers to merchants all over the
world. Wish combines technology and data science capabilities and
an innovative discovery-based mobile shopping experience to create
a highly-visual, entertaining, and personalized shopping experience
for its users. For more information about the company or to
download the Wish mobile app, visit www.wish.com or follow @Wish on
Facebook, Instagram and TikTok or @WishShopping on Twitter and
YouTube.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221017005974/en/
Media Contact: Carys Comerford-Green, Wish
press@wish.com
IR Contact: Randy Scherago, Wish ir@wish.com
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