CLIENT: ProFlower
MY ROLE: Photo AD & Digital designer
SITUATION: Trying to sell Flowers and plants during the holiday
season is difficult . Floral products are not typically seen as traditional
gifts for the holidays. Proflowers was up against other retailers many of who offer deep discounts and free shipping. They also faced a reduced creative budget so more money could go towards marketing buy. Regardless as a business they still needed to make money and drive multiple purchases per customer.
TASK: Create a campaign that offered the customer a compelling reason to buy a floral or plant product during the holiday season while on a super limited budget.
ACTION: I collaborated with a copywriter to create a campaign concept that spoke to the ease of ordering a beautiful floral gift online. Visuals were bright, colorful and unexpected in order to stand out from other competitors. I reinforced this idea of ease and simplicity by using simple backgrounds and minimal propping, allowing the product to take center stage. Our messaging strategy positioned Proflowers gifts as an easy, affordable yet thoughtful solution.
RESULTS: Proflowers saw great results with this campaign. Overall there was a 22% increase in average units per customer. They had a very cohesive campaign across multiple channels. For the first time, Proflowers realized how to fit their gifts into the Christmas season with this “angle of ease.” I was able to save the company money by shooting 2 weeks of photography with a 10K budget. They were then able to take additional money and invest that spend in advertising.