SOUTH FLORALS
How To Make Half A Million Dollars In 10 Days
Client
South Florals
Scope
Retail & E-commerce
Vertical
Retail · E-Commerce Floristry
01
The problem
South Florals operates ten storefronts across South Florida, a market saturated with last-minute floral options. Mother’s Day is the single highest-revenue window in the category, but also the noisiest. Every florist in the region runs a Mother’s Day promotion. The question was not whether to run one, but whether South Florals could capture demand differently: earlier, with higher average order value, and at a return that justified aggressive spend.
THE BRAND HAD TO —
01
Convert early-season awareness into confirmed reservations before the last-minute price war began
02
Sustain urgency across an 18-day window without burning audience trust
03
Generate a measurable return on ad spend that outperformed the prior year’s 12:1 benchmark
02 · THE INSIGHT
The people who buy flowers for Mother's Day are not the people who wait until Mother's Day.
The data from 2025 told a clear story: the customers who drove the highest average ticket of $177.72 purchased before May 1. They wanted certainty, not a deal. They wanted the arrangement that would arrive on time, not the one that was left. The strategic opportunity was not to shout louder during the final 48 hours. It was to capture conviction early and convert it.
BRAND PLATFORM
Happiness in Bloom.
03
The solution
South Florals and BG built a phased Mother’s Day campaign that treated the 18-day window as three distinct buying mindsets: early planners, emotional gifters, and last-minute act-now buyers. Each phase had its own creative, its own incentive structure, and its own conversion logic.
01
A three-phase promotional architecture: 15% off for early reservations (MOM15), emotional gifting creative for mid-campaign awareness, and 10% off urgency messaging (MOM10) for final-weekend conversion
02
A multi-channel paid infrastructure anchored by Google PMax as the conversion engine, supported by Meta for awareness and audience-building across 51,888 reached accounts
03
A 10-store email and SMS program delivering 640,894 emails at a 20.9% open rate and 36,731 texts with a 10.96% click rate, with the flagship South Florals store hitting 39.08% SMS click rate
04
37 organic social posts across Instagram and Facebook generating 142,401 views and 45.6% view growth during the campaign window, led by carousel and Reel content tied to emotional gifting language
05
A curated Mother’s Day collection: the Peony Abundance Collection, Blue Garden Harmony Collection, Enchanting Apricot Collection, and Spring Abundance Collection, alongside bespoke special arrangements. Each positioned as a statement, not a commodity
06
A stylized editorial shoot translating the collections into designed tablescapes, placing the arrangements in a home-entertaining setting to create aspirational imagery that elevated the product from commodity to occasion.
04
Launch direction
Reserve her day. Then make it count.
The campaign ran April 23 through May 10 across three channels and ten storefronts, sequenced to convert awareness into reservation into purchase without a single channel operating in isolation.
01
Google PMax drove conversion throughout, becoming the top-performing format and capturing high-intent search demand as Mother’s Day approached
02
Meta ads reached 51,888 accounts across 127,325 impressions at a 1.28% CTR, with “She deserves it all” as the lead creative headline, building the audience that Google would convert
03
Email and SMS delivered urgency in waves: reservation reminders early, emotional storytelling mid-campaign, and final-countdown offers in the closing stretch
04
Organic social maintained visibility with daily posting, Reels and carousels driving the strongest per-post engagement rates, with “This is how you show up for Mother’s Day” as the top-performing reach driver across both platforms
05
The outcome
South Florals generated $533,553 in revenue across the 18-day campaign window with a 23.4% increase over 2025 on a 16.7% increase in spend. Efficiency improved, not just output.
01
$533,553 total revenue: up 23.4% year-over-year, driven by 2,927 transactions at a $182.29 average ticket
02
13:1 ROAS: a 5.7% improvement over 2025’s 12:1, meaning every dollar spent returned $13 in revenue
03
34,345 website users: with the 25–34 and 45–54 age brackets leading, confirming dual-generational purchase behavior (children buying for mothers, partners buying for mothers)
04
640,894 emails delivered at 20.9% open rate, and 36,731 SMS sends at 10.96% click rate, with urgency-driven messaging in the final days delivering the strongest conversion performance across all channels
05
142,401 social views: a 45.6% increase during the campaign window, with posting cadence and emotional gifting content driving reach without paid social spend
When you stop chasing the last-minute buyer and start converting the one who plans ahead, Mother’s Day stops being a one-day sprint and becomes an 18-day revenue engine.