Utilising a relevant and timely message, 1-800-Flowers delivered on their goal by encouraging consumers to buy flowers for all the different moms in their lives and then nominate/“spotlight” these moms for national recognition online; in doing so, the campaign successfully encouraged multiple purchase and deeper levels of brand interaction amongst its target audience. To deliver on 1-800-Flowers’ key business objectives, media spend was optimised across channels and high-level brand integrations were secured through contextually relevant programming environments with the goal of driving awareness and improving message receptivity. Offline campaign efforts (national & local broadcast) directed customers to 1-800-Flowers.com and the “Spot A Mom” microsite, encouraging participation by giving customers the opportunity to contribute to custom online content. Once consumers connected with the brand online, the digital campaign and microsite leveraged the viral appeal of user generated content, urging consumers to nominate moms and share stories in a “Spotlight a Mom” sweepstakes.

Despite decreased sales vs. key holiday periods YAG (Thanksgiving, Christmas and Valentine’s Day), 1-800-Flowers’ success metrics for Mother’s Day exceeded expectations in all vital categories: • Actual sales beat projected figures by +9% • Campaign drove an average +3% lift in conversion • New customer acquisitions increased +3% • Multiple purchases increased +1% The strategic development and implementation of the “Spot a Mom” Mother’s Day campaign was a complete success, receiving positive recognition from the client and press alike. The campaign was noted by AdAge as the best Mother’s Day media plan among the floral category.