CASE STUDY
1-800-Flowers
78%
Increase in Unique Visitors
23%
Lift in Sales
19%
Decrease in CPA
Objective
1-800-Flowers, a leading flower and gift retailer, partnered with AUDIENCEX to develop and execute a campaign to launch its new gifting platform. The goal was to target Generation Y consumers, introducing the concept of social gifting, while driving increased sales and reducing the cost per acquisition (CPA).
Strategy
AUDIENCEX crafted a data-driven social media campaign that seamlessly integrated branded content into organic conversations. Leveraging the hashtag #justbecause, the campaign encouraged consumers to embrace spontaneous, non-occasion-based gifting, creating a relatable and engaging narrative that resonated with the target demographic.
Tactics
- Hashtag Campaign Activation: Strategically utilized the #justbecause hashtag to spark organic conversations and connect with Generation Y audiences in a meaningful, authentic way.
- Social Content Integration: Developed creative and engaging social media content designed to naturally blend into users’ feeds and spark interest in the new gifting platform.
- Audience Targeting: Focused on Gen Y consumers with demonstrated interest in gifting and floral products, using behavioral and demographic data to optimize reach.
- Performance Optimization: Monitored campaign performance in real time, refining audience segments and creative assets to maximize engagement and conversions.
- Cross-Category Focus: Highlighted various gifting categories beyond traditional flowers, positioning the platform as a solution for diverse gifting needs.
Results
The campaign achieved remarkable success:
- 78% increase in unique visitors to 1800flowers.com, driving significant new traffic to the platform.
- 23% lift in non-occasion-based gifting across all product categories, reinforcing the platform’s versatility and appeal.
- 19% decrease in CPA compared to previous campaigns, delivering a strong return on investment.
By combining an innovative social strategy with precise targeting and creative storytelling, AUDIENCEX successfully positioned 1-800-Flowers’ new gifting platform as a go-to solution for spontaneous gifting, achieving both immediate results and long-term brand equity with the Generation Y audience.
