Valentine’s Day 2023

Targeted Integrated Marketing Campaign

My Role

✔️Led marketing kick-off through execution and reporting and company-wide hindsight
✔️Oversaw social media and influencer marketing strategy
✔️Managed PR consultant; partner to performance marketing and affiliate agency to inform cross-functional strategy
✔️Briefed and approved creative assets display, direct mail, and paid email
✔️Partner to retention through briefing process, approved all email and SMS copy

Overview & Insights

Valentine’s Day is a volatile marketing holiday. It’s fraught with competition not only within the floral category, but cross-categories such as jewelry, greeting cards, and dining out. Most recently, one-third surveyed (NRF 2023) planned to gift an experience, up from 26% in 2022. This is all compounded by the fact that it’s a highly promotional holiday, when customers are seeking a time-sensitive delivery for a deal.

Objectives

Drive disciplined growth by optimizing media and site for conversion
Drive purchase through occasion driven product storytelling

Strategy

Position The Bouqs Co. as the flower authority for Valentine’s Day, and launch male-differentiated marketing with credibility proof points focused on last minute messaging and fulfillment options.

Tactics & Execution

Launched a male-targeted media plan (e.g. podcasts, direct mail, partnerships, CTV with display retargeting)
Developed strategic messaging with humor and clever lines that worked well across media touchpoints
Tested credibility messaging, e.g. 5-star review proof point on display asset
Developed a male-focused landing page

Results

Beat seasonal order goal by 11%
Increased male traffic to site +17% YOY, +2.6% transactions, +4.4% CVR on desktop
Beat CTV + Display retargeting goal by +87%
Male-focused LP had higher CVR & rev/session 1-2 weeks leading up to V-day