The Business Of Romance: A Luxury Valentine's Case Study

A cross-channel marketing case-study on the creation of a successful seasonal campaign for a luxury florist. With no allocated budget and limited existing assets, but an abundance of internal talent, we prioritised the incredible florists to create ready-made and bespoke bouquet options.

Using a basic, in-house photoshoot set-up, we leaned into a more vintage, almost retro feel, of giving the all-time favourites for Valentine's Day: an extra special bouquet of flowers, an indulgent bottle of Champagne Telmont, a divine heart-shaped box of Highland Chocolatier chocolate truffles and a special love letter, this time embossed into a limited edition Martha Freud vase.

The multi-channel campaign considerations:

• Data Led: Reviewed past performance data to understand previous purchase trends to shape product selection and roll-out timeline

• Partnerships: Product partnerships were chosen based on the traditional Valentine's product offering, as well as a strong alignment with heritage brand values

• SEO: Multiple evergreen Valentine's PLPs - targeting traditional and non-traditional gift giving search behaviour - optimised and populated ahead of time with updated links to start building authority early.

• Content Strategy: Evergreen gift guides optimised, repurposed and updated to speak to the correct product assortment, different search personas and trends. Social promotion rolled out to support ahead of time to encourage inspiration and browsing

• Asset Creation: In-house social and product photo shoot capturing the talent within the team and showcasing the new craft and impressive nature of the products

• Social Roll Out: BTS teaser and time-lapse showcasing the hero product to highlight the craft and scale behind the offering. Product carousels supported with Instagram Stories and collaborative posts with related brands to promote partnerships

• Paid Social: Popular posts boosted and local, high-value audiences targeted across Instagram and Pinterest

• Retail Support: Window display reflecting the photoshoot featuring each Martha Freud display and highlighting other floral arrangements available

Results:

• Achieved hero product sales target

• Drove +12 more Sessions, +8% more New Users and +39% more Revenue for February YoY

If you would like to discuss how I can support you on your multi-channel marketing campaigns or ongoing digital marketing strategies, please get in touch.