Wish Launches Second Phase of Global Brand Marketing Campaign

ContextLogic Inc., one of the world’s largest mobile eCommerce platforms, 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 work follows the story of a man who is given an unwanted gift of a tennis racket that makes him put on his wry smile to appease his family. A wish portal then opened above him and various items from his wish list began dropping into his living room. One such object is a collection of beanbag trumpets in his arms, giving him the gift he really wants and giving him a sincere smile. Luckily for shoppers, they can now share their wish lists with loved ones to avoid awkward annual gift opening hours with forced smiles.

The “Forced Smile” campaign marks the second installment of Wish’s rebranding campaign that began in August of this year. As part of the new campaign, a range of ads, including 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 seven-week campaign begins October 15, to match the peak planning and purchasing times for the holiday season, with live TV, streaming, and audio across all regions. area until December 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,”

Tarun Jain, Chief Product Officer & Chief Customer Officer at Wish.

As part of the campaign, Wish will continue to work with many talented content creators to expand the reach of the campaign. Comprised of Adrian Bliss, Baby Tate, Harry Tate, and MLMA, each influencer was handpicked to showcase how Wish delivers a personalized, discovery-driven shopping experience for everyone.

Over the past year, Wish has undergone a gradual rebranding process where it has made improvements to the consumer and merchant experience, including faster shipping times and new features. Shopper friendly. The new rebranding comes with an updated mission statement – “Cheap is fun, discovery is easy” – to reaffirm the company’s commitment to providing a unique and casual shopping experience, where consumers can discover new products around the world, all driven by personalization technology. and strong trade.