Case Study - Online delivered success for Interflora
Provided by Internet Advertising Bureau
Read how Interflora successfully promoted their delivery service on AOL.
Tell us about the Opportunity / What is it?
AOL worked with Interflora to promote their flower delivery service at peak periods such as Valentines and Mother's day. Interflora also worked with AOL to find and promote new occasions when it's appropriate to say it with flowers, such as Sorry, Well Done, or Thank You. Interflora is AOL's premier flower merchant partner, enjoying a prominent position on AOL shopping channels. Promoting Interflora in this way reinforces the brand attributes that are so important to maintain Interflora's competitive edge: a mix of creativity, experience, and guaranteed service and quality.
What is the Marketing Objective?
• Keep Interflora top of mind.
• Drive sales.
• Reinforce premium brand positioning.
How does it work?
The main focus is on placement in AOL's shopping areas. This has included premium placement on the main shopping screen, and the sections covering flowers, chocolates, and gifts, as well as pop-ups, banners, and special deals for first time shoppers. AOL has created bespoke promotional areas to coincide with key dates such as Christmas, Valentine's Day, Mother's Day and Easter. Pop-ups also carry opt-in registration fields to maximise email marketing opportunities.
Who's used it in the past?
Internet is the fastest growing advertising medium, therefore the number of companies using campaigns like this one is very high. Companies who have used internet advertising include Interflora, Virgin, TMobile, Comet, Coke, Cadburys.
Features / Benefits
Partnership with AOL exposed the Interflora brand to more than 2 million AOL subscribers, with 1.8 million going online every day.The campaign delivered a 9% conversion rate to sales and the number of orders increased by 25% and revenue went up 36% in Q1 2004 compared to Q1 2003.