Wish launches the second phase of its global brand marketing campaign
SAN FRANCISCO–(BUSINESS WIRE)–ContextLogic Inc. (d/b/a/ Wish) (NASDAQ: WISH), one of the world’s largest mobile e-commerce platforms, today announced the launch of the second phase of its global integrated brand, with Smiles’ new “Forced Creative Ad Campaign to support its rebranding.”
Developed in partnership with advertising agency Whale, the multi-channel, multi-market campaign features a creative new ‘Forced Smiles’ ad that plays on the fake reactions we get when we receive bad or ill-conceived gifts from our family and our friends.
The creation follows the story of a man gifted with an unwanted gift in the shape of a tennis racket that causes him to put 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 to fall into his living room. One such item is a set of bagpipes that lands in his arms, giving him the gift he really wanted and triggering a genuine smile. Luckily for shoppers, they can now share their wish list with loved ones to avoid the awkward annual gift opening hour where forced smiles abound. See the announcement here.
The ‘Forced Smiles’ campaign marks the second installment of Wish’s rebranding campaign which began in August this year. As part of the new campaign, a series of adverts, 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 match the peak planning and buying period for the holiday season, with live TV, streaming and audio across all regions until December 30.
“This second phase of our marketing campaign marks an important milestone for us, following an incredible year of transformation within the company, as we continue our mission to create an even greater world of discovery for our buyers and merchants. We look forward to hearing our customers’ reactions to our latest campaign as we take 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 continue to work with a range of talented content creators to expand the reach of the campaign. Including Adrian Bliss, Baby Tate, Harry Tate and MLMA, each of the influencers has been carefully selected to showcase how Wish delivers a personalized, discovery-driven shopping experience for everyone.
Over the past year, Wish has undergone a gradual rebrand where it has made improvements to the consumer and merchant experience, including faster shipping times and new shopper-friendly features. The new brand was accompanied by an updated mission statement – “Great Deals, Discovery Made Easy” – to reaffirm the company’s commitment to providing a unique, casual shopping experience, where consumers can discover new products around the world, all driven by personalization technology. and robust merchandising.
About Wish:
Wish (ContextLogic Inc. (d/b/a Wish)) provides an affordable and entertaining shopping experience to millions of consumers around the world. Since our founding in San Francisco in 2010, we’ve grown to become one of the world’s largest e-commerce platforms, connecting millions of value-conscious consumers to merchants around the world. Wish combines technology and data science capabilities with 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 appvisit www.wish.com or follow @Wish on Facebook, instagram and ICT Tac or @WishShopping on Twitter and Youtube.
