A delightfully different gift

Scaling Bloom & Wild through TV

The challenge: The UK’s most loved florist was growing rapidly through digital channels. With growing brand awareness in the UK, we wanted to scale even faster. The advert focussed on the style and modernity of the brand paired with our USP: letterbox delivery. I led teams from concept to delivery of the advert, including copywriting and the execution of assets for e-mail, Facebook, Instagram, Snapchat, out of home and radio.

The approach: Over 80% of our customers are women sending flowers to other women. They value convenience and freshness as well as the unique designs we offer vs old fashioned competitors. The Bloom & Wild brand essence is delivering joy with care - a relentless focus on customer experience that drives joy for the recipient and shows deep care for every detail. I led the creation of a DRTV campaign that showed the care and convenience of letterbox delivery as a fresh and beautiful gift to send to female friends and family. By showcasing the rational delivery method with the emotional outcome - joy - we built brand equity, drove sales and started to create visual associations with the brand.

Results: The campaign beat targets in the first three months, with a comparable CAC to Facebook. The channel halo brought down CAC for our other digital marketing channels. Brand awareness grew by 20% in the first three months on very limited media spend.

Bloom & Wild team: Zoe Marie Williams, Angharad Merrey, Julia Laguarda, Eleonora Valle Florist: Caroline Grimble