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1800Flowers Facebook Ad Case Study

1800Flowers Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
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04/23/2015

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Advertising Case Study
1-800-Flowers.com
Company Background
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 git baskets including ood and wine.
Objective
According to Chris McCann, President o1-800-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 ourocus over the last year has been to really embraceFacebook.”Ater experimenting with Facebook or several years,1-800-Flowers decided it wanted to use more othe tools available on the platorm during its 2011Valentines Day campaign to really drive the growthand engagement o its community.
Facebook Executive Summary
Client: 
acebook.com/1800fowers
Objective:
 Use Facebook’s tools to successullydrive engagement and help1-800-Flowers stay top o mind orValentine’s Day
Solution:
Run a Facebook Ads campaign witha Facebook Credits promotion andaugment it with Sponsored Stories
Key Lessons:
•UsingFacebookholisticallycan
help drive powerul businessresults
•Beingabletogetthemostoutof
Facebook takes inter-departmentalcooperation
•SponsoredStories,targetedto
the riends o your ans, can beextremely eective at generatingengagement
•Facebookcanallowabrandto
integrate customers into manyparts o the business such asmarketing, product development,merchandising and customerservice
•Abrandcanleverageitsongoing
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.” 
Chris McCann
President, 1-800-Flowers.com
 
Advertising Case Study
Another goal was to help consumers more easilypick and purchase owers or their loved ones.What’s more, 1-800-Flowers wanted to use theinsights it gained to leverage the platorm mosteectively in the uture. “We said ‘hey, let’stest everything out there, fgure out what ourconsumers are most receptive to and let them tellus what we should be ocusing on,’” says KevinRanord, VP o Marketing at 1-800-Flowers.
Approach
For the Valentine’s Day campaign, 1-800-Flowersexperimented with a number o dierentapproaches to reach consumers. It ran a FacebookAds campaign that oered 50 Facebook Credits(Facebook’s virtual currency) and 15 percent oowers to consumers who bought their owerson 1-800-Flowers.com. In addition, 1-800-Flowerswas a launch partner or Facebook’s newproduct, Sponsored Stories, which allowed itto increase the distribution o organic storiesabout its business that show up in people’s NewsFeeds. 1-800-Flowers ran Page Like SponsoredStories, which generated stories on the right handside o the Page or anyone whose riend liked1-800-Flowers during the campaign. The companyalso ran Page Post Sponsored Stories to ensurethat all o its ans saw its Wall Posts during thecampaign. “Sponsored Stories allowed us toput really engaging Facebook content into ourpromotional ads rather than just a static oer,”Kevin says.Plus, 1-800-Flowers continued to leverageFacebook’s platorm tools on its website,1-800-Flowers.com. By using Facebook Login,1-800-Flowers is able to show the upcomingbirthdays o riends and amily to each websitevisitor. All o its products on the Web eature aLike button. This allows the brand to know whichproducts are most popular and to decide which toeature in other promotional materials. It also helpsinorm merchandising decisions, as the brand caneasily fnd out which products are the most liked.1-800-Flowers also closely monitors and osters itsFacebook community. It has a customer serviceteam ocused on social media to make surepeople get the help they need. “We’ve built out acustomer service team dedicated to Facebook andother social media channels to look specifcally orinquiries rom our shoppers,” says Kevin.
Results
•1-800-Flowers.comreceived4,000transactions
as a direct result o the Facebook Creditspromotion. “The throughput o sales that wewere able to achieve using Facebook creditswas a proound learning or us that is onlygoing to become more steep as we go deeperinto our integration with Facebook,” says Kevin.
•TheValentine’sDaycampaignincreased
engagement with posts to its Wall by 250percent. “We attribute this increase to thedierent testing we’re doing in new Facebookinitiatives,” says Kevin. “We are super excitedabout this.”
•Thenumberofpeoplewhologgedonto
1-800-Flowers.com using their Facebook
credentialsincreasedby400percent

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