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

Explore this cross-channel marketing case-study on the creation of a successful seasonal campaign for a luxury London-based florist with a small internal team. With limited existing assets and no dedicated marketing budget, but an abundance of internal talent, see how we drove a 39% revenue increase YoY.

Using a simple, in-house photoshoot set-up, we leaned into the more traditional, almost vintage feel, of gifting the all-time favourites for Valentine's Day. To start, an extra special bouquet of flowers (of course), paired with 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.

What made the campaign so successful, however, was the integrated content strategy across a multitude of touchpoints. Founded on data from previous years' performance, as well as current trends and demand, the project rollout was planned meticulously to support specific products within the Valentine's Day and Roses categories on the website. Once we had these pillars set, we were free to play around with the creative to support across different platforms and formats as we saw fit.

The Campaign Breakdown

Objectives:

1. To introduce a cohesive multi-channel marketing approach, aligning previously siloed channels and platforms with one content strategy

2. To drive brand awareness, traffic and revenue, as well as increase footfall in the Mayfair store

3. Hit product targets

The multi-channel campaign considerations and touchpoints:

• Data Led: Reviewed past performance data to understand previous purchase trends to shape product selection and roll-out timeline. Communicated real-time sales to inform stem counts and ordering.

• Partnerships: Product partnerships were chosen based on the traditional Valentine's product offering, as well as a strong alignment with heritage brand values. These were incorporated into the user journey as individual PDPs, add-ons and bespoke hamper options.

• 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.