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 (Mother’s Day and Valentine’s Day) that reaches our target audience and inspires the purchase of a flower subscription.
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
CAMPAIGN TACTICS
What?
Build a beautiful Bouq that can be reused to crate 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 cozy, 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!)