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How SA Florist Turned On the Romance This Valentine’s Day

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This Valentine’s Day SA Florist turned the romance right up by offering one lucky couple the ultimate romantic weekend away, worth R25 000. What’s more, SA Florist offered discounted Valentine’s Day flowers. Each online purchase of flowers using a campaign code meant a discounted rate and an entry into the competition.

NineFiftyNine worked closely with SA Florist in ensuring that the campaign ticked SEO, Paid Search and Conversion boxes. This enticing offer was well received, resulting in many happy customers and positive outcomes for SA Florist. This post will outline the inner workings of the campaign and its final outcome.

What Was the Campaign Mechanic?

SA Florist’s “Turn On the Romance” campaign was launched on the 21st of January, offering customers R50 off of Valentine’s Day flowers using a promo code. Entry purchases needed to be made before the 12th of February. This encouraged early purchases and new customer product trials.

Partaking in the special also meant entry into a competition for an amazing prize valued at R25,000. Each purchase resulted in an additional entry. The campaign was promoted on Men’s Health, Google AdWords and SA Florists affiliate network.

What Was the Prize?

  • 2 nights stay at the 5-star The Bay Hotel including breakfast in bed
  • Tanzanite earrings and necklace from Prins & Prins
  • Dinner for 2 at Tides Restaurant
  • Case of Graham Beck Rose
  • Lovers spa package at the Mint Wellness Spa
  • R1,000 Uber credit for the weekend

The winning couple was spoilt in 5-star luxury at The Bay Hotel for two nights, arriving to Graham Beck Cap Classique and a rose-filled room. The tanzanite gift was also wrapped and ready for the lucky lady. The couple was then served breakfast in bed both mornings. They were also awarded ample Uber credit to explore the city before being served a delicious romantic dinner at Tides.

What Were the Campaign Objectives?

  • Increase brand awareness – creating consideration
  • Encourage product trial and increase sales
  • Target previous visitors to the SA Florist site through remarketing
  • Grow the SA Florist database and customer base
  • Generate backlinks from relevant sites
  • Increase page views
  • Increase time spent on site
  • Targeting primary keywords

How Was the Campaign Promoted?

SA Florist used numerous channels to promote the campaign, from activations at food markets to digital channels.

Promotional activity included:

  • Display and re-marketing campaigns on Google AdWords
  • Advertorials in Men’s Health and Women’s Health
  • Inclusion in the SA Florist newsletter circulated via Mail Chimp
  • Facebook advertising
  • Banners on EatOut online (targeted at customers searching for Valentine’s Day restaurant ideas). Customers using a unique ‘EatOutFlowers’ promo code would receive R100 off of their flowers
  • Activations at the Stellenbosch Farmers Market, Neighbourgoods Market and the Biscuit Mill. Discount vouchers were also circulated to nearby restaurants for inclusion in bill folders
  • Affiliate networks

Order flowers online

What Were the Results? 

  • 10,654 new visitors to the SA Florist site over the campaign period.
  • 90% of orders made for Valentine’s Day flowers were made by new customers, showing product trial by new customers.
  • A 340% year-on-year increase in sessions across all channels, showing increased brand awareness.
  • A 715% year-on-year increase in sessions from referral traffic, showing the influence of media partners.
  • Grew database significantly.

In conclusion, the “Turn on the Romance” campaign was successful in achieving its objectives. There was engagement with the campaign, creating marked brand awareness and a new customer base. There was also a definitive spike in traffic to the SA Florist site over the period, even when comparing on a year-on-year basis. The winner of the competition, Julie Fillis, was also of course ecstatic about her amazing prize!

The winner of the campaign

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On April 9, 2015
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