The Challenge

1-800-Flowers needed both Always-On and Campaign based approaches at a large scale for their performance marketing strategies. Our Always-On creative approach consisted of a broad evergreen pipeline that focused on personal events like birthdays, anniversaries, sympathy, and other “everyday occasions”, with each of these further segmented into multiple audience targets, as well as seasonal refreshes. For our Campaign based creative approach we covered all major holidays, seasonal events (graduation, teacher appreciation, wedding season, etc.), brand partnerships (Barbie, Disney, NFL, NCAA, etc.), specific in-season flowers (tulips, sunflowers, ranunculus, etc), and more. 1-800-Flowers also had peak holiday seasons for Valentine’s Day, Mother’s Day, and Christmas, each of which needed their own separate creative strategies, and demanded a large increase in asset delivery volume. To support these strategies, my small creative team maintained a regular pipeline of cross-channel digital advertising creative, delivering an average of 150-250 individual assets per week, and about 400-900 assets during the peak holiday seasons.

Our Creative team worked closely with the Marketing Services team, utilizing data to optimize our creative approach, which enabled us to consistently achieve massive wins for the client. One notable example being Mother’s Day, 2023, where we drove an 81% YOY increase in sales, 69% of which from new customers. Success of this magnitude can only be achieved with a dedicated team of highly skilled and collaborative individuals, and many (many!) hours of thoughtful, detailed work. I am proud of the work, our results, and the creative outcomes we were able to achieve for 1-800-Flowers. See below for a selection of successful creative and a more detailed breakdown of my work on this account.