SELF CARE MONTH
Creative Direction
Strategy
Concept
Photographer: Elli Lauren
The Bouqs Co.
The Ask
Concept and execute a campaign outside of the typical flower holidays that reaches the target audience and inspires the purchase of a flower subscription.
The Result
The campaign introduced a new photography style for the subscriptions business that was eventually adopted across the entire Bouqs brand, and is still in use today. I also used this shoot to start a prop library for the company, working with a prop stylist to build a reusable collection that would grow with each future shoot.
THE OPPORTUNITY
Subscribers and potential subscribers are interested in self care and have a higher HHI to spend on luxuries — like a flower subscription.
If we meet them where they already are in the self care space, we have the opportunity to increase engagement with existing Subscriptions customers, and convert Bouqs customers considering a subscription.
The Goal
Create a space for Subscriptions by The Bouqs Co. to own Self Care Month
Engage with Bouqs Co. customers who already have a subscription
Convert low funnel Bouqs Co. customers who have not yet signed up for a subscription
The Customer
Engagement — Bouqs Co. Subscribers
Low Funnel — Non-subscription Bouqs Co. customers
THE PHOTOGRAPHY
The Bouqs brand photography was stale, and the subscriptions business had never shot on its own. This campaign was the first opportunity to build something new. I developed a modern, home-forward style rooted in current homeware trends, using elements like tile and frosted glass to create trendy spa-inspired settings.
CAMPAIGN TACTICS
What?
Build a beautiful Bouq that can be reused to create spa-inspired self care moments, and personify the Bouq (named Feeling Good) as your self-care BFF.
How?
Create a multi-channel campaign that brings Feeling Good to life and communicates its DIY-ability. Capture photography that shows Feeling Good in at-home settings — using elements like tile and frosted glass.
Where?
Key Channels: Email, Instagram, Site
Secondary Channels: TikTok, Spotify, The Bouqs Blog
CAMPAIGN MOOD BOARD
COLOR PALETTE
PRODUCT & MARKETING PHOTOGRAPHY
KICK OFF EMAIL
HOMEPAGE TAKEOVER
INSTAGRAM: SELF CARE WEEK
SELF CARE WEEK, DAY 1
DAY 1
Meet Feeling Good
& their best buds
DAY 2
Rose water DIY
& daily check-in
DAY 3
Eucalyptus bunch DIY
& daily check-in
DAY 4
Self care reminder
& daily check-in
TIK TOK
HI, I’M FEELING GOOD
SCRIPT
Hey there, I'm Feeling Good.
You know? Your self-care BFF? I'm here to check in on you because, I don't know if you knew this, but my whole purpose is actually to help you practice self care!
In fact, you can use every one of my stems to create a relaxation station (as I like to say)
You can use my stems to make rose water, turn your shower into a spa, even make a dried Bouq that lasts as long as you want.
But anyway, we're celebrating self care week over at The Bouqs, so l figured l'd check in see how you were.
So let me know how you're doing in the comments!
SPOTIFY
FEELING GOOD PLAYLIST
(CLICK TO LISTEN!)