With Mother’s Day fast approaching on May 14th, the race is on for online floral retailers to launch their largest campaigns of the year. In 2016, 1800Flowers spent $500K on desktop/display placements in the two weeks leading up to the holiday. This year, the brand started ramping up three weeks before Mother’s Day, dropping nearly six figures in the three days from Monday, April 24th to Wednesday, April 26th. That’s fifty percent of their total display spend from the month prior.
For 1800Flowers, display advertising is everything - consuming 90% of the brand’s digital spend from March to April. Read on for more insights from their display strategy, and download the full Brand of the Week analytics report here.
On Monday, April 24th, 1800Flowers introduced 11 new display creatives and their impressions reached 1.9X their thirty day average, with the largest spike on ESPN. The brand launched a campaign on the sports publisher to encourage early ordering for Mother’s Day, teasing out free shipping and no service charges. Considering the male dominated audience of ESPN, 1800Flowers is on a mission to find father’s out there earlier than later.
From March 28th to April 26th, 2017, 1800Flowers released 279 unique desktop creatives. During that same time last year, the brand released only 136 desktop creatives. The pastel pink creatives in their current campaigns are similar in style to the creatives the brand launched last year, but 2016’s version was lavender.
What about FTD? The other behemoth online floral retailer is also ramping up their digital game and was outspending 1800Flowers on display. That is, until April 24th, when 1800Flowers dramatically increased desktop display spend. They also starting launching new creatives that day and twice in early May. The ProFlowers parent company spikked earlier in April and has been allocating almost 100% of their digital spend to desktop. We will be tracking their digital spend and impressions throughout the holiday and will be looking at how their strategies stack up after Mother’s Day.
1800Flower's Digital Advertising Plan
Download the full display report for 1800Flowers to see spend and impression data, top sites, creatives, and ad tech partners.