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Digital Strategist  |  Content Writer  |  Brand Manager

Kris White

ProFlowers Mother's Day Campaign - Copywriting


I was a Senior Copywriter for ProFlowers, one of the first e-commerce sites to sell affordable flowers online. I wrote email, social, website and catalog copy. This included all copy for seasonal cross-platform campaigns highlighting new or curated bundles and raising brand awareness to new and existing customers.

To celebrate Mother’s Day, we created a digital and experiential marketing campaign for ProFlowers and Shari’s Berries. We wanted to give people the chance to express their love and appreciation for their moms by sending messages to them on social media or offline channels.

We created a 3-day event at Grand Central Station in NYC and supporting social campaign. At the event we honored moms with a floral wall, a hashtag mural made of chocolate, and a projection screen showing real-time social media fan messages to their moms. With a microsite displaying user-generated submissions, anyone could submit a dedication to their mom and it would be projected live in NYC and on our microsite.

My work & strategy:

This was truly a team effort between marketing stakeholders, PR teams, several designers and myself as lead copywriter. The campaign drew over 200 million impressions and was featured on national TV.

As lead copywriter, I played an instrumental role in the campaign ideation, created the campaign name and wrote all messaging. I was also part of the digital/social strategy team that ensured successful execution and consistent messaging at every consumer touchpoint.

The campaign earned our team the #1 “Mark of Excellence” PRSA Award in the Events category.

#AintMomGrand Campaign Highlights:

  • 375,000+ reached on-site at NYC

  • 10,000 onsite branded photos taken

  • 323 PR placements for a reach of 176 million

  • Good Morning America national TV coverage (23 million viewers)

  • Over 7 million reached on social media (Twitter & Facebook)

  • #AintMomGrand trended nationally on Twitter during event

And yes, I tweeted a VERY touching photo and message to my mom. She loved it. Explaining to her how to submit her own was a whole different story.

Campaign assets:

steel handcrafted watches. 


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