CLIENT: ProFlowers

MY ROLE: Contributor to overall campaign concept. Art direction of all photography, print catalog and digital site/email assets.

SITUATION: For Proflowers, Mother’s Day is a peak season where a majority of profits come in. This year the brand wanted to focus on a campaign the targeted multiple purchases with one customer.

TASK: Create a campaign and visual assets that speak to Proflowers being a gift destination where a customer can shop for ALL the mom’s in their lives. Reassure customers that they are getting the best quality possible and trend correct gift.

ACTION: I helped to develop a campaign that spoke to this idea that the golden days of creating macaroni-glitter masterpieces and re-gifting objects from around the house were long over. Sending a generic card to the woman who raised you just wasn’t going to cut it. And, for many of our customers, there’s more than just one Mom to celebrate. They needed a gift that was thoughtful, easy, and most importantly – will make their mom feel as special as she is. We spoke to the many mom’s in our customers lives and the products that would be a perfect fit for them.

RESULT: Proflowers saw an increase in average order value as well as multiple purchases from one customer during the Mother’s Day campaign