Advertising Case Study
Founded in the 1980’s, 1-800-Flowers created anetwork o orists in the U.S. that allowed it to takeorders over the phone and deliver throughout thecountry. Always an early adopter o new technology,the company became 1-800-Flowers.com withthe rise o the Internet and is now primarily ane-commerce business. It has also expanded into thedelivery o git baskets including ood and wine.
According to Chris McCann, President o1-800-Flowers.com, “1-800-Flowers is in the businesso delivering smiles and helping people expressthemselves to the important people in their lives.”Beginning in 2010, the company began to ocus moreheavily on Facebook as it noticed that its customerswere spending an increasing amount o time there.“We need to make sure that when the consumermakes the decision to purchase, we know wherethey are spending their time, and where they areis on Facebook,” explains Chris. “That’s why ourocus over the last year has been to really embraceFacebook.”Ater experimenting with Facebook or several years,1-800-Flowers decided it wanted to use more othe tools available on the platorm during its 2011Valentines Day campaign to really drive the growthand engagement o its community.
Facebook Executive Summary
Use Facebook’s tools to successullydrive engagement and help1-800-Flowers stay top o mind orValentine’s Day
Run a Facebook Ads campaign witha Facebook Credits promotion andaugment it with Sponsored Stories
help drive powerul businessresults
Facebook takes inter-departmentalcooperation
the riends o your ans, can beextremely eective at generatingengagement
integrate customers into manyparts o the business such asmarketing, product development,merchandising and customerservice
Facebook community to stay topo mind to achieve direct responseobjectives
“Our business is aboutrelationships and Facebook is about relationships. Theconsumer has voted, andFacebook is part of our lives. Therefore, it’s anindispensable part of howwe integrate and developthe relationships between our brand, our culture and our customers.”