Case study: Proflowers

Flower sales flourish amid song and romance

Following its New York City promotions, Proflowers had the highest-selling non-holiday week in the company’s history.

Saddled with a smaller PR budget than its competitors, the agency developed a three-tiered program, including guerilla marketing, public relations and a celebrity tie-in with Barry White, whose new album, “Staying Power,” reinforced Proflowers' competitive differentiator of freshness. The street promotion on Wall Street included a bride and groom handing out roses with Proflowers Rolodex cards imprinted with Barry White's romance tips, and T-shirts, romance tips and roses were handed out during Barry White's appearance at the Virgin Megastore.

The agency also secured deskside visits with media at Woman's Day, Woman's Day Special Interest Publications, Modern Bride, Bridal Guide, MSNBC, Country Living Gardener and G&J Publications (Family Circle, McCall's, YM, Fitness, American Homestyle and Gardening and others). In addition, agency team members secured cross-promotions for Proflowers with G&J Publications.