Brief:
- Flower delivery service Teleflora unveiled a social media campaign to promote a Christmas bouquet collection. The company's 15- and 30-second spots, which show an animated elf helping out a busy mom with her holiday shopping, began running on YouTube, Facebook, Instagram, Pinterest and Twitter, per an announcement shared with Mobile Marketer.
- Teleflora's "The Elf" videos mark the first time the brand has combined CGI animation with live action. The brand worked with The Wonderful Company's in-house creative team, Wonderful Agency, and executive creative director Mayumi Tatsuta on the spots.
- The company's Christmas bouquets are available to order on its website, and range in price from $55 to $80. The campaign is an extension of Teleflora's "Love Out Loud" branding that started two years ago.
Insight:
By creating video spots that run on social media platforms, Teleflora aims to reach holiday shoppers who increasingly are turning to their smartphones for inspiration on what to buy. About half of e-commerce spending came through smartphones on Thanksgiving this year, followed by 39% of online sales for Black Friday, per data compiled by Adobe Analytics. On Cyber Monday, online sales through smartphones jumped 46% to $3 billion, making up 33% of total e-commerce sales, the researcher said in a separate report emailed to Mobile Marketer.
Teleflora also aims to reach audiences who are turning to social platforms to watch videos, especially tech-savvy young adults who are more likely to watch ad-free services like Netflix instead of broadcast and cable TV. The number of people who watch videos on their mobile phones will swell 6% a year to 2.72 billion people in 2023 from 2.16 billion this year, researcher eMarketer estimated in September. Social video ads, which rely heavily on mobile viewership, grew 45% in Q3 from a year earlier to make up 42% of total social ad spending, per a study by digital ad platform Kenshoo.
Teleflora is among the brands that have run video campaigns on social media platforms like YouTube and Facebook. American Eagle Outfitters, Burger King, Chipotle Mexican Grill, Disney and Wild Turkey in the past few months have run social video campaigns beyond simple ad inserts that often go unnoticed by on-the-go consumers.
