Feeling Good: Self-Care Season
I led the Bouqs subscriptions team's self-care month campaign from concept to execution. To increase its lifespan, I simply changed month to season. One word. That's all it took. This 360 campaign was used for email, site, social channels, our SEO-focused blog, and merchandise. I designed the floral arrangement to only use stems that could be used beyond the bouquet for self-care. My social takeover increased engagement for @thebouqsco by 28%. At the time of launch, this was the most successful subscriptions-focused campaign to date. Extensive cross-functional collaboration with the creative, product, marketing, merchandise, and operations teams made it special, and thus encouraged subscribers to take care (using flowers, of course).
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I also moonlit as DJ. Listen here
01
Meet Feeling Good Bouquet
Thoughtfully curated, I co-designed our campaign-specific Bouq comprised of elements aiding in self-care. Roses act as a refreshing moisturizer in the form of a rose water spray. Eucalyptus emits calming effects through its fragrance, and can transform an ordinary bathroom into a spa-aaah. Lastly, thistle helps to extend the stress-reducing benefits of flowers in its second life as a dried stem. Feeling Good, indeed.
02
In my time at The Bouqs Co., I helped decrease subscriptions churn by 4% in a matter of a few months. Dedicating bi-monthly email sends, and encouraging subscribers to engage with the products played a big role. A way to highlight the value of the program was through Subscriptions Exclusive language. Creative storytelling is what got our subscribers to open our emails. The Feeling Good email was particularly elevated by personifying the Bouq, adding a playlist, D.I.Y. education, and a blog post.
03
Blog Post
Using best SEO practices, I incorporated our brand voice into the company's blog. I was able to tie in the campaign, the subscriptions' sub-voice (say that 10x fast), and optimize search to attract future subscribers. The post focused on making DIY rosewater with roses found in the the Feeling Good bouquet, and all the others on-site.
04
Week-Long Social Takeover
I wrote and designed an entire social media takeover for Instagram that included daily stories for a week and two grid posts. All together, it increased the @thebouqsco's engagement by 28%, and brought significant awareness to the subscriptions sub-brand.