June 30, 2015

Mother’s Day Success – 360 Strategy

Mother’s Day is one of the most important periods of the year for florists, so when our client asked us to run a 360 digital marketing campaign for them on that occasion, we knew the pressure was on!

Here is how we achieved a 40% increase on their ecommerce revenue year on year.


Content Strategy – Baseline branding document

  • As with any content marketing campaign, we start by designing a content strategy: this determines the brand’s voice and tone, content topics and suitable vocabulary based on an audit of the target market and a benchmark of the competitors.
  • This is a holistic approach analysing all points of contact between the brand and its target audience: website, blog, social media, emails, paid ads.

Targeted Email Campaigns – 30% of total revenue was generated via email marketing


  • Targeted campaigns with strategic messages based on emotional and transactional stimuli


  • Custom audience segments targeting specific users to maximise potential
  • Precisely scheduled email campaigns to reach users at the best possible time during the day


  • Revenue from email increased by 178%
  • Number of transactions increased by 223%
  • Average order value increased by 3.5%
  • High engagement metrics: 13% conversion rate and 15% open rate
  • 903% Return on Investment

Engaging Social Media Campaigns – Generating word of mouth and brand awareness 

Video campaign

    • 45 seconds video shot and edited in house
    • GoPro style video showing mums receiving flower bouquets for Mother’s Day
    • Emotional based message targeting specific audience “What are you getting your mum?”
    • Video shared on social media and via email campaigns

Competition “Mum made me”

  • The idea: Win a $200 bouquet by sharing a photo on social media and telling what your mum passed on to you – e.g. “Mum made me strong”
  • The objective: Generating brand awareness and foster engagement on primary social media for the client (Instagram and Facebook), as well as grow an audience on new platforms (Twitter and Pinterest)


Content Marketing

  • Sharing relevant content and driving traffic to the website to generate brand awareness and build trust with users



  • Increase in likes, post reach, and engagement
  • Ecommerce conversion rate 3.85%


If you’d like the team at Alpha Digital to create a 360 Digital Marketing campaign for your business, get in touch today and we can talk about the best digital strategies to help you grow!

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