Role: Social Strategy, Influencer/Creator Strategy, Comms Strategy, Brand Strategy
Ask: Get everyone, everywhere to order flowers for Valentine’s Day on DoorDash.
Opportunity: Expand Valentine’s Day to an occasion for celebrating all types of love by challenging the norms and expectations around the act of gifting flowers
Approach: I identified a potent sentiment to ground the campaign, that most men don’t get flowers until their funeral. This insight-driven creative lens allowed us to disrupt typical Valentine’s Day messaging in a myriad of impactful ways that highlighted the limiting attitudes and beliefs around flower-gifting.
We translated this sentiment into a whimsically morbid hero spot, compelling social content series, and distinct influencer partnerships to captivate and entertain a diverse audience while sparking resonance and meaningful engagement.
Results: The campaign surpassed all client goals for success with:
$31M in flowers sold
14M+ Likes across social
7.2M+ flower orders for living men
2 Bronze Cannes Lions