NetFlorist, South Africa's biggest online florist, wanted a way to get men to send flowers to each other.

Netflorist, South Africa's biggest online florist wanted to see if they could get men to give each other flowers. So we created a selection of commiseration 'Broquets' for guys to send to their mates every time their football team got beat - just so they'd know how sorry they were for their loss - not.

A tool was built using artificial intelligence that links up to all the live scores and hashtags of every premier league match. At the end of each game, the tool automatically creates a unique banner featuring the game's score and then immediately hijacks the heated conversation in real-time.

The primary data source for the campaign was NetFlorist’s existing customer database, which was already heavily utilised by the business to both target users across a number of channels;

• Leverage the data to convert existing NetFlorist customers

• Segment the data to ensure that the campaign could be seen by the right users on relevant channels that supported the idea

• Provide an opportunity to acquire new customers

The secondary data source we made use of were the final results of Premier League football games. This was readily available in real-time.

To ensure effective media targeting we developed a number of audience groups based on either their existing or non-existing relationships with NetFlorist:

1. Existing Customers: Male NetFlorist customers.

2. Lookalike Audiences: Built from the existing customers.

3. Site Visitors: Implementing a pixel allowed us serve content to users.

4. Broad Targeting Parameters: Users who had liked specific pages.

Solution

A powerful tool was built using artificial intelligence that links up to all the live scores and hashtags of every premier league match. At the end of each game, the tool automatically creates a unique banner featuring the game's score and then immediately hijacks the heated Twitter football conversation in real-time.

This resulted in 160% increase in website clicks and 22% increase in sales,

Placement

The campaign ran across client's website, and social media channels and the AI tool ran across Twitter.

Timeline

The campaign kicked off in January and ran in bursts until the commencement of the English football season in May.

1. Through intercepting conversations, leveraging hashtags and communicating with users actively the campaign was able to achieve a 264% increase in organic reach.

2. During the campaign period the NetFlorist website saw a 160% increase in clicks.

3. Broquets For Bros drove a 22% increase in online sales.