1-800-FLOWERS.COM used mobile advertising to drive traffic and incremental orders and create competitive advantage. The campaign used Google’s AdMob platform to run a sponsored link on mobile search results, telling customers that they could purchase flowers and gifts from a mobile device even at the last minute. The campaign resulted in 2 million mobile impressions, driving traffic and incremental orders. CTRs were 2-3 times higher than the Google desktop based campaign.
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Brand: 1-800-FLOWERS.COM |Media: Google Admob | Country: US |Sector: Retail| Format: Google Ad words
To help customers order flowers and gifts on the go, the company launched a mobile site, the 1-800-FLOWERS.COM Mobile Flower & Gift Center, in 2007. Shoppers can log on to the site, browse through a number of popular flower selections, and complete purchases from a mobile device. This was based on a comScore research finding that 63 million people in the U.S. (where 1-800-FLOWERS.COM does most of its advertising) use the mobile Internet – 35% on a daily basis.
Recognising the potential to reach mobile users, 1-800-FLOWERS.COM began using Google mobile ads to target this large and growing audience and drive prospects to the company’s mobile site. Google’s standard mobile ads connect users to a mobile web page or phone number; allow advertisers to track impressions, clicks, and conversions; and target users by country, language, and mobile carrier.
“Mobile ads have resulted in incremental orders – and we’re not even tracking all the people who browse on their phone and but online later.” – Michael Kildale, Director Interactive Marketing at 1-800-FLOWERS.COM
