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Digital Strategist  |  Content Writer  |  Brand Manager

Kris White

ProFlowers Valentine'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 marketing campaigns, integrated brand campaigns, and product/packaging copy.

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.

My work & strategy:

As lead copywriter for the integrated experiential campaign, I played an integral role in the campaign ideation/conceptual development, campaign messaging, digital strategy, and execution. I created the campaign name, voice/tone, and messaging for all communication channels.

We asked users to share on social channels to enter for a chance 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 results:

The monthlong campaign was a huge success, due in large part to the campaign integration across social, site, radio, display, and print channels. The campaign received thousands of user submissions, earning millions of social impressions and increase in sales, making it the most successful ProFlowers integrated campaign to date.

Integrated campaign assets:

steel handcrafted watches. 

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