A blooming success for Monrovia

As a B2B agency, we’re accustomed to looking at things differently for our clients, which is why we came up with the idea of introducing a weather rail. This allowed us to layer in an extra set of targeting capabilities where the ads would only turn on when the temperature in a certain area dropped below or increased above a pre-set degree. We were able to upload these parameters and make the budget go much further as there was no wastage during weather temps when people are least likely to be gardening.

We activated the campaign by utilizing paid social tactics across all four of the above campaign objectives, with a substantial budget allocation that gave us a presence on multiple platforms: Pinterest, Instagram, Facebook, and TikTok. Paid search was used as an always-on tactic to capture active searches throughout the year and we leveraged programmatic display ad YouTube to support the primary and secondary campaign objectives. We focused CTV and programmatic video solely on the primary objectives.

When we approached the look and feel of the campaign, we had to consider that Monrovia is a high-end, premium, well-established brand, and although competitive, the world of flowers and plants traditionally has a more genteel approach to messaging than many other sectors.

In past years, the client ran the same creative executions across all platforms. But as we were proposing a full-funnel campaign this time round, there needed to be a different look and feel, as well as messaging, for each stage of the funnel, and the four campaign objectives. This was critical to ensuring success in a full-funnel campaign, which we call ‘creative modulation’. Each stage of the funnel had a unique look and feel that all family together to the master brand. This ensured ad fatigue didn’t set in, as well as keeping users engaged. If they saw the same ad at the next stage, they’d be less likely to click on it as they’d think they’d seen it before.