800 flower: SPOT A MOM CAMPAIGN

Credits & Description:

Category: Retail and E-Commerce, including Restaurants
Advertiser: 1-800-FLOWERS
Product/Service: ONLINE FLORAL RETAILER
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: TARGETCAST TCM, New York, USA
Entry URL: http://www.1800flowers.com/spotamom
Chairman/Chief Executive Officer: Steve Farella (TargetCast tcm)
President/Director of Client Services: Audrey Siegel (TargetCast tcm)
Senior Vice President/Group Director: Stacy Higbee (TargetCast tcm)
Vice President/Account Director: Darus Zahm (TargetCast tcm)
Media Strategist: Colette Stango (TargetCast tcm)
Assistant Media Strategist: Kaylee Stix (TargetCast tcm)
Media placement: National TV - Cable, Syndication, Network - 20/04/2009
Media placement: Network Radio - Sirius Satellite, John Tesh Live Reads - 27/04/2009
Media placement: Local Radio - Drivetime-Heavy Mix - 20/04/2009
Media placement: Local TV - Primetime ABC - 27/04/2009
Media placement: Digital - Internet - 20/04/2009
Results and Effectiveness
Despite decreased sales vs. key holiday periods YAG (Thanksgiving, Christmas and Valentine’s Day), 1-800-Flowers’ success metrics for Mother’s Day exceeded expectations in all vital categories: • Actual sales beat projected figures by +9% • Campaign drove an average +3% lift in conversion • New customer acquisitions increased +3% • Multiple purchases increased +1% The strategic development and implementation of the “Spot a Mom” Mother’s Day campaign was a complete success, receiving positive recognition from the client and press alike. The campaign was noted by AdAge as the best Mother’s Day media plan among the floral category.
Creative Execution
Utilising a relevant and timely message, 1-800-Flowers delivered on their goal by encouraging consumers to buy flowers for all the different moms in their lives and then nominate/“spotlight” these moms for national recognition online; in doing so, the campaign successfully encouraged multiple purchase and deeper levels of brand interaction amongst its target audience. To deliver on 1-800-Flowers’ key business objectives, media spend was optimised across channels and high-level brand integrations were secured through contextually relevant programming environments with the goal of driving awareness and improving message receptivity. Offline campaign efforts (national & local broadcast) directed customers to 1-800-Flowers.com and the “Spot A Mom” microsite, encouraging participation by giving customers the opportunity to contribute to custom online content. Once consumers connected with the brand online, the digital campaign and microsite leveraged the viral appeal of user generated content, urging consumers to nominate moms and share stories in a “Spotlight a Mom” sweepstakes.
Insights, Strategy & the Idea
Amidst nationwide economic downturn and declined holiday sales vs. YAG, 1-800-Flowers was faced with two core marketing challenges: 1) Increase brand equity and bottom-line sales revenue and 2) More effectively connect with core target, improving brand loyalty and interaction. With the goal of reaching out to all moms during the Mother’s Day season, 1-800-Flowers set out to start the “Spot a Mom” movement, so no mom is left behind. A natural fit for the brand, the “Spot a Mom” campaign also resonated strongly with 1-800-Flowers’ women aged 35-54 target, who value the power of flowers as an ideal gift for any occasion, especially Mother’s Day. The “Spot a Mom” communication platform was developed with the goal of creating an engaging, impactful multi-media campaign that would drive revenue and promote brand differentiation during the Mother’s Day holiday, which historically accounts for about 12 % of annual brand revenue.