The demand for flowers is highly seasonal. Prior to working with us, La Fleur saw high volume sales during February, May, and December, but struggled the rest of the year. Furthermore, in order to maintain its status as an industry leader, La Fleur needed revenue growth during its peak months to fund new displays and innovation in the off-season.
During the month leading up to January 29, we set a weekly content creation goal and produced videos for various sales channels, including Facebook, Snapchat, Google, and YouTube. As the Valentine’s Day Season drew closer, we ran low-spend campaigns to keep fresh leads in our sales funnel and began architecting the higher-spend campaigns that would be set live two weeks before the holiday.
So long as MER was above our set KPI, we aggressively scaled our top-performing ads and began spending on new ads that we created in the weeks prior that were most similar to those top-performing ads.
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We began taking over La Fleur’s content creation which allowed us to improve the quality of their video ads. We produced videos in a variety of formats and styles, then conducted testing to optimize their content strategy.
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We refined La Fleur’s ad spend to target Men between the ages of 25 to 64, knowing that this was the typical demographic for those looking to buy flowers for a romantic partner. We expanded their audiences by increasing ad spend on ads encouraging subscribers to buy flowers for mothers and grandmothers.
Two weeks before Valentine’s Day, we launched our high spend campaigns, and paid close attention to the client’s Bottom-Line MER, to ensure that the client was taking as much profit out of this season as possible.
By the end of the Valentine’s Day Season, our campaigns on Facebook, Instagram, Snapchat, Google, and YouTube, drove a 198% increase in revenue as compared to the same period in the previous year.
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What Digital Channels Were Used?
- Snapchat
- Google Search
- YouTube
What Assets Were Created?
- UGC Videos (produced and edited by our team)
- Celebrity shout outs edited into DTC ads
- Dynamic product ads/carousels
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Increase in Valentine's Day Revenue
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La Fleur Bouquets is a luxury flower company with celebrity clients and an excellent track record. La Fleur rose to prominence by offering premium roses and seasonal flowers that last for years. Now, they carry a reputation for being one of the most innovative brands in their industry with over 30 color options, customizable arrangements, and detailed displays.Â