SELF CARE MONTH
Creative Direction
Strategy
Concept
Photographer: Elli Lauren
Florist: Once Upon A Flower
Graphic Designer: Kimberly Long
Copywriter: Ilana Winter
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
KICKOFF EMAIL
HOMEPAGE TAKEOVER
INSTAGRAM
SELF CARE WEEK
DAY 1
Meet Feeling Good
& their best buds
DAY 2
Rose water DIY
& daily check-in
TIKTOK
HI, I’M FEELING GOOD
DAY 4
Self care reminder
& daily check-in
DAY 3
Eucalyptus bunch
& daily check-in
SCRIPT
Hey there, I'm Feeling Good. Yes, that's really my name.
I'm here to check on you. It's literally in my job description.
Pluck my petals (I'll allow it): rose water
Hang my eucalyptus in the shower: spa day
And when I dry out? Still cute. Forever. Can't say that about your last bouquet!
One Bouq, a whole week of self-care. I'm basically a therapist with stems.
So how are you, really? Tell me in the comments. And if you want me checking in every month? Subscribe. I'm very low maintenance.
SPOTIFY
FEELING GOOD PLAYLIST
(CLICK TO LISTEN!)