how we helped
LA FLEUR BOUQUETS
La Fleur Bouquets is a premium flower company that has a strong track record and celebrity relationships. The company gained traction in the industry through innovative product offerings include “real flowers that last for years,” “30+ Different color options,” “customizable arrangements,” and “unique flower offerings such as preserved Peonies”
The demand for flowers is highly seasonal, with high volumes of sales during February, May, and December, but very low volumes of sales during the rest of the year. Furthermore, the competitive landscape is getting increasingly tough, and to keep its position as an industry leader, La Fleur Bouquets continually creates innovative product offerings. The brand must hit certain profit goals during these high-volume seasons to fund innovation throughout the rest of the year.
During the month leading up to January 29, we set a weekly content creation goal and produced videos for a variety of different 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 prior to 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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During this process, we internally produced testimonial videos, rather than outsourcing the task to the client, which allowed us to put tight controls on the quality of the content produced. These videos were then edited into a variety of different ads using different editing styles in order to maximize the amount of testing and optimization we could execute.
The majority of our spend was targeted to Men, between the ages of 25 and 64, as that is the typical demographic for buying flowers for a romantic partner. We also spent a substantial amount on ads encouraging people to buy Valentine’s Day flowers for mothers and grandmothers. Because La Fleur Bouquets is a premium brand, we also focused a substantial portion of spend towards people in high income brackets.
On January 29, two weeks before the end of the Valentine’s Day Season, we launched the 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 We Used
What Digital Channels Were Used?
- Google Search
What Assets Were Created?
- UGC Videos (produced and edited by our team)
- Celebrity shout outs edited into DTC ads
- Dynamic product ads/carousels