Valentine’s Day Content Marketing Showdown: Flower Retailer Edition
It’s that time of year again! Time to send bouquets of roses to that special someone. And for flower retailers like 1-800-Flowers, The Bouqs, FTD Flowers, and more, that means the rush is on to outperform competitors with winning marketing strategies.
We used our competitive intelligence software to take a look at the content from some of the flower retailers you’re likely to order from this year. Take a look at which brands are making smart channel-specific content plays!
Proflowers Stays Close To Its Roots On Pinterest
As a visual-driven platform with a female-skewing demographic, Pinterest is a natural channel for flower retailers looking to make a Valentine’s Day content marketing splash. The graph below shows the share of interactions on Pinterest over the last 30 days for 1-800-Flowers, The Bouqs, FTD Flowers, From You Flowers, Proflowers, and Teleflora.
While Teleflora (red) and The Bouqs (orange) were the dominant forces on Pinterest just a few weeks prior, Proflowers (teal) has come out of the gates swinging in the pre-Valentine’s Day rush.
What drove Proflowers’ boost in Pinterest engagement? A successful series of Pins featuring new Valentine’s Day flowers, of course!
For Proflowers, staying close to their roots (literally) paid off: floral content drastically outperformed their Valentine’s Day-adjacent Pinterest content, like this date suggestion Pin:
1-800-Flowers’ Winning #WowMe Campaign
While Proflower made a powerful Pinterest play, on Twitter, 1-800-Flowers has staked its claim. In the past 30 days, 1-800-Flowers has grown their share of interaction on Twitter to a whopping 99% against competitors The Bouqs, FTD Flowers, From You Flowers, Proflowers, and Teleflora.
The surge in 1-800-Flowers‘ Twitter engagement stemmed (pun intended) from their #WowMe Twitter Party, which offered Valentine’s Day bouquet giveaways to participants. Take a look at some of the top-performing tweets from the campaign:
Our grand prize is named Straight From the Heart for good reason. Guaranteed to WOW everyone. #WowMe pic.twitter.com/mcmeo4M1Ct — 1-800-FLOWERS.COM (@1800flowers) February 4, 2015
Our fifth prize is a gift basket with a collection of delicious treats. Sharing is optional. #wowme pic.twitter.com/iawREYzc2Y — 1-800-FLOWERS.COM (@1800flowers) February 4, 2015
Prize eight is adorable and delicious. Mugable Bunch of Berries definitely has the “WoW” factor. #WowMe pic.twitter.com/5cMxoMe6vS — 1-800-FLOWERS.COM (@1800flowers) February 4, 2015
The Bouqs Vs. From You Flowers Facebook Showdown
On Facebook, the floral retailer battle boils down to a showdown between The Bouqs (orange) and From You Flowers (lime green).
In this showdown, From You Flowers has the competitive advantage of a large Facebook audience:
But when we account for the difference in audience size by comparing the average interactions per post per 1,000 Followers, From You Flowers is still outperforming The Bouqs with their Facebook content…
…despite the fact that The Bouqs is posting four times as frequently as From You Flowers on Facebook!
The Bouqs is generating four times as much Facebook content as From You Flowers, but still losing the engagement battle. With their Facebook content strategy, From You Flowers is working smarter, not harder, and the results are paying off.
Stay tuned for more Valentine’s Day content marketing insights as February 14th approaches!
For more on how to drive better results with smarter content strategies, get your copy of our latest report, The Content Marketing Paradox!
Kara Burney is the Content Marketing Maven at TrackMaven, the Competitive Intelligence platform for Digital Marketers. Have content marketing questions or topics you'd like covered on the TrackMaven blog? Tweet her your ideas! See more of Kara's posts
