August is National Romance Month. To celebrate romance with ProFlowers, we partnered with Princess Cruises to create an integrated campaign celebrating love’s everyday moments between big milestones.
What does romance look like to you? We asked users to share on social to win an 18-day European cruise for two. Strolling in NYC? We were the object of their affection too, with marketing events at music festivals and Times Square in NYC. At these events, people received free roses and took pictures using onsite photo booths for a chance to win the grand prize.
The monthlong campaign was a huge success, due in large part to the campaign integration across social, site, radio, display, and print channels.
As lead copywriter for the integrated campaign, I played an integral role in the campaign ideation/concepting, digital strategy, refinement, and execution. I crafted the campaign name, voice/tone, and messaging for every channel’s communications.
The campaign received thousands of user submissions and earned millions of impressions, making it the most successful ProFlowers integrated campaign to date.