With high-converting ad placements, we employed demographic, behavioral, and contextual targeting tactics to increase return on investment and encourage online sales in the run-up to Valentine's Day. Through our efforts, internet purchases increased by 50%, resulting in a very effective campaign.
Digital Advertising, Direct Response Campaign
Newspaper, Business, Magazine, and Lifestyle Websites
During their Valentine's Day campaign, 1-800-Flowers.com aimed to boost online sales and optimize return on investment. Men inclined to buy flowers or presents for their significant others on holiday were the intended audience for this project.
We reached the intended audience through demographic, behavioral, and contextual targeting. We restricted the audience demographics to men using first and third-party data, and we further narrowed this to those behaviorally identified as having the propensity to buy flowers online. The campaign retained contextual relevance by being promoted on websites for businesses, journals, newspapers, and lifestyles.
The Valentine's Day campaign of 1-800-Flowers.com was a resounding success, with top-performing ad units reaching an incredible 0.503% CTR and backing out to CPA targets. The campaign led to a 50% increase in online purchases. Only 10 days into the flight, performance was quite strong. Therefore, 1-800-Flowers.com quadrupled their budget for the remaining campaign portion and renewed for many years.
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