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Mother's Day

$1.73M in Mother’s Day Sales.

Here’s the Media Strategy That Made It Happen.

By targeting shoppers at exactly the right moment with the right message, South Florals turned a high-stakes holiday into a
high-performance campaign.

The Challenge

The Pressure of Mother’s Day
South Florals needed a media strategy that could::

Compete with national brands during peak demand.

Motivate early purchasing behavior to stabilize operations.

Maintain visibility and conversion as urgency built.

The goal

Capture attention, build momentum, and finish strong.

THE INSIGHT - THE INSIGHT - THE INSIGHT - THE INSIGHT - THE INSIGHT -

The Insight

Three Shopper Mindsets. One Cohesive Media Strategy.
We mapped out the full buyer journey across three high-impact windows:

Planners (April 15–27):

Want assurance their flowers will arrive on time.

Fence-Sitters (April 28–May 4):

Need a meaningful nudge to follow through.

Last-Minuters (May 5–11):

Are ready to buy but only from brands that feel convenient and top of mind.

This segmentation allowed us to tailor tactics by timing and intent.

The Strategy

Phase 1: Incentivized Pre-Orders

To jumpstart April sales and smooth out backend operations, South Florals launched a pre-order campaign offering:
  • Exclusive benefits for early buyers.
  • A head start on premium floral selections.
  • Delivery scheduling flexibility that rewarded early planning.

Phase 2: Emotional Retargeting

To convert mid-funnel audiences who hadn’t yet purchased, the team activated emotionally resonant retargeting focused on:
  • Celebrating the significance of mothers.
  • Reinforcing meaningful gestures through thoughtful messaging.
  • Reminding users of the occasion’s importance at just the right moment.

Phase 3: Tactical Google Ads Push

As the holiday neared, South Florals ramped up urgency with a high-intent paid media push:
  • Enhanced Google Ads with sitelinks to top categories.
  • Short-term promotions to drive immediate action.
  • Priority bidding on keywords likely to convert late shoppers.
THE RESULTS - THE RESULTS - THE RESULTS - THE RESULTS - THE RESULTS -

The Results

What the Media Strategy Delivered.

May 2025

$ 0

In total sales.

0 %

More orders year-over-year.

0 %

Increase vs. May 2024.

First Half of 2025

0 %

Increase in sales.

0 %

More orders than the
same period in 2024

What That Means

This wasn’t a bigger ad budget. It was smarter media.
By aligning strategy with shopper behavior, South Florals not only outpaced last year, they redefined what a seasonal campaign can deliver.
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