Sprucing up Big Flower
For 110 years, the brawny Mercury Man has lunged across America, determined and vital. But after regime changes and a bankruptcy, the flower-delivery brand behind him wasn’t sounding so spry. 🥀
FTD had been relying on trivial flower facts to channel its enduring expertise—a rather insecure approach, to humdrum effect.
With editorial sensibility and selective wit, I began renovating. Soon, the resulting voice, set within a refined visual identity, began to bloom with nuance and perspective, bringing the brand to life.
Marketing email
Site banner ad
Side banner ad
What set FTD apart was its large network of florists who fulfill the orders near the recipient. In a run of paid social testing, I framed this from a “shop local” angle. The ad outperformed those featuring the brand’s slogan by 121% in return on ad spend (ROAS) and by 36% in clickthrough rate—a “significant difference in performance” and an about-face for the paid-social team going forward.
Paid Facebook ad
Product naming + descriptions
Keeping with the brand’s “expert” identity, I tapped into my art writing skills to name products and pen elevated descriptions that imbued the products with meaning and allowed potential customers to appreciate what they were looking at (and the higher price point 😉).
Campaigns
Joy to the Whirl
From concepting to storyboards to social, I spearheaded this holiday campaign, which embraced the busy bustle of the season and positioned FTD as the key to pulling it all off.
Concept overview
Campaign TV ad
Partnerships
FTD x KFC
What does Big Flower have in common with Big Chicken? Answer: They both rake it in on Mother’s Day. I kept the copy appropriately silly for this fun collab between the Colonel and FTD’s millennially minded sister brand, ProFlowers. It instantly went viral, garnered national media attention, and sold out within hours of launching.
FTD x Milk Bar
Capturing the excitement of the zeitgeist-y dessert folks meant whipping up some tantalizing, sumptuous copy that customers can sink their teeth into. Reading it, you can practically taste it. It’s upsetting.
Partnership landing page copy. Click any to enlarge!
