CLIENT: ProFlowers

MY ROLE: Co-concept campaign with copywriter, art direction of photography, creation of digital and printed assets.

SITUATION: It’s a little known fact that roses cut in winter (for Valentine’s Day) will yield more abundant roses again in summer. If you are in the floral industry you are left with a giant surplus of roses around July and August. At ProFlowers we took advantage of this massive surplus and crafted a campaign that targeted our male consumer.

TASK: Develop a strategic campaign that targeted Proflowers male customer. Inspire and convince them to purchase roses during the month of August. Also as always create brand awareness in the process.

ACTION: I partnered with a copywriter to co-develop a campaign around the idea of romance without needed a reason. We challenged customers to “Love Boldly” and to “Surprise and wow out of the blue”. What better way to rekindle the heart of your long time love or wow your partner in a new relationship. We took advantage of the fact that all of this campaign was taking place during the month of August which is also National Romance Month. With the best roses of the year at the lowest price ever our male customers really couldn’t go wrong. I art directed a shoot to capture all of this along with developing assets for site, email, paid social and organic social.

RESULT: Proflowers sold out of new “romance” sku’s within the first week. These were new product sku’s created with large amounts of roses, such as 50 stems, 100 stems. I was also able to shoot the entire campaign in one day for under $12K which allowed the brand to use money savings to invest in advertising.