Product category:
Online ad campaigns
News Release from: Harvest Digital
Edited by the Marketingservicestalk Editorial
Team on 12 March 2007
Tesco runs online ad campaign for
Mother's Day
Online marketing agency Harvest Digital is launching an advertising campaign to increase orders of Tesco's online flower delivery service for Mother's Day.
The campaign uses floral-style creative booked on the major portals as well as targeted CPC placements on online games site Zylom and integrated text links on Tiscali to reach a mass-market female audience Tesco's Mother's Day bouquets range from a long-lasting bouquet of carnations and chrysanthemums for GBP19 to a Cymbidium orchid displayed in a ceramic planter for GBP45
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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A bouquet of Mother's Day roses is on offer for GBP21 and double-stem Phalaenopsis orchids, flowers in baskets and other traditional bouquets are all available with free delivery and Clubcard points.
Andrew Barratt, head of online marketing at Tesco.com, commented: "Following the success of tactical digital activity booked around seasonal events such as Valentine's Day, we are ramping up our online campaign for Mother's Day flowers and extending it across all the portals to increase the reach".
Emma Wilson, director at Harvest Digital, added: "Although this is very much a direct response campaign we've discovered that with the right offer and the right creative we can make brand style placements work against strict CPA targets".
The initiative builds on the success of other seasonal campaigns such as promotions on flowers and wine in the run-up to Christmas and flowers and chocolates for Valentine's Day.
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