Freddies Flowers | Case Study

Utilising lockdown TV to expand the customer base

The challenge

During the first lockdown in March and April 2020, TV impacts were up 17%, which created a climate of opportunity to change the way we buy media.

The effects were greater flexibility and heavier utilisation of short-term pricing.

The objective of our TV Star winner, Freddie’s Flowers, was to continue the rapid growth that the competition win had provided them with and scale the business in 2021.

The strategy

We negotiated station packages across Sky and Channel 4 for daytime hours – accessing station level performance in a cost-efficient manner.

We also split station activity into impact tiers – with response rates assessed over time to provide a clear explanation to the client.

The results

Consistently achieved cost per account creation within targets. The client gained confidence in TV advertising, from booking 1-2 weeks in advance, to up to a month in advance.

Post-Christmas delivered the most effective results to-date, driven by low-cost TV opportunities.

After the success driven in 2020, Freddie’s went on to invest in a wider roll out for daytime TV in 2021.

TV Star Competition

An opportunity to win a fully-funded TV campaign TV campaign (creative and media) to a value of £50,000.

Entrants over the years

TV Star Interest (Scale-ups Page)

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