With the arrival of summer, the online floral market is in full bloom.
The Bouqs Company is an online flower retailer that ships product directly from farm to consumer. After planting their first seed in 2012, the flower deliver startup has over $43 million in funding, and built a network of 100 farm partners in the U.S., Ecuador and Colombia.
“Building a strong community around your business gives you the opportunity to learn and grow from customer, partner and investor insights,” Tabis said in an interview with YEC (Young Entrepreneur Council). “The result: A strong, stable brand that breeds loyal consumers and consistently attracts new ones.”
As Bouqs continues to bloom into a top online flower retailer, let’s look into their digital advertising strategy, and find out just how community plays a defining role in The Bouqs Company.
Tabis says in order to build a strong community around your brand, you must have open communication, and one way to do this is through social media.
Tabis wasn’t kidding. In a recent 30-day period (Apr. 4 - May 3, 2018) The Bouqs Company spent 93% of their digital ad budget to advertise on Facebook mobile. This social heavy strategy resulted in 3.7 million impressions powered by mainly image creatives on Facebook.
Although Tabis touts social media as major player in building community, it’s interesting that Bouqs cut spending by nearly $30K, as compared to last year during this time. Could they be testing out a new strategy in 2018?
Flowers Are The Way to a Woman's Heart
When The Bouqs Company first started out in 2012, a majority of their content targeted men. Tabis said they had “intentions to help guys be better men through flowers.”
However, looking at Pathmatics data, we can see that’s not the case.
During a 30 day period, The Bouqs Company spent more targeting females on Facebook. If you look at their creatives, you can see that a majority of their creatives also picture females. This strategy is also different from one of their main competitors, 1800Flowers, who targeted more males in the the same timeframe. It seems that The Bouqs Company has found their segment of the market.
The difference between The Bouqs Company and other online flower retailers is their attention to eco-friendly practices. The company claims all their farms practice “sustainable, eco-friendly farming,” and minimize waste by only cutting the flowers they sell. And their campaigns show it.
The top performing creative is a Facebook status post explaining one of the eco-friendly practices they use to grow succulents. Several others promote the company’s delivery scheduling tool, mentioning their flowers come from eco-friendly farms.
Green practices have become a popular trend among consumers. The 2015 Nielsen Global Corporate Sustainability Report shows 66% of consumers worldwide are willing to pay more for sustainable brands.
The Bouqs Company mission is to reduce waste to create a greener world. Through their eco-friendly creatives, it’s clear the company has been listening to the consumer from the beginning. What better way to build a stronger community surrounding their brand?
See The Bouqs Company's Full Digital Advertising Strategy [Free Report]
For more insights from The Bouqs Company’s digital ad strategy, including creative details, top sites, and device-type breakdown, download the latest Brand Spotlight Report below.