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Targeted advertising on Meta for Flower Story

How to build a stable flow of inquiries for flower purchases from scratch through Instagram and receive over 2,600 messages from potential customers

#TARGET

Input data

Client: Flower Story flower shop.

Duration: almost 5 years.

Team: targeting specialist, designer, project manager, proofreader.

Problem: before the start of our cooperation, the shop did not use targeted advertising as a tool for systematic customer acquisition. We became the first contractor team to work with Meta Ads, with the goal of building a stable channel for generating B2C inquiries through Instagram.

Tasks:

conduct an analysis of competitors and the target audience;

develop a promotion strategy for the flower shop using Meta Ads;

prepare a series of advertising creatives;

test different advertising hypotheses and build a system that would ensure a regular flow of inquiries for bouquet orders through Instagram.

List of works

Audience and competitor analysis. We researched the local flower shop market, analyzed competitors’ advertising approaches, and identified the key factors influencing flower purchasing decisions. We segmented the audience based on interests and behavior.

Creative concept development. We prepared a series of advertising creatives focused on Flower Story’s key advantages: fresh flowers, signature bouquets, modern arrangements, fast door-to-door delivery, and a high level of service. Some advertising materials were adapted for seasonal events and holidays.

Launch and testing of advertising campaigns. We launched campaigns with the Messages objective in Direct. We tested different combinations of advertising messages, visuals, formats, and audience segments to identify the combinations that delivered the lowest cost per inquiry.

Optimization and scaling. We regularly analyzed campaign results, updated advertising creatives, scaled effective audiences, and adapted advertising messages to seasonality. This approach allowed us to maintain a stable flow of inquiries throughout our many years of cooperation.

Results

We built a stable system for attracting B2C customers through Meta Ads. Over almost five years, advertising campaigns were regularly updated, scaled, and adapted to seasonal peaks in demand.

Key achievements:
- over 2,600 messages received through Instagram Direct;
- average cost per inquiry – approximately USD 4.

Statistics on the number of inquiries received through Instagram Direct

Advertising campaign statistics for the entire period of cooperation

Examples of advertising creatives that delivered the best results

Throughout the cooperation, we tested different offers, designs, and advertising messages while regularly updating the visual style for seasonal campaigns, holidays, and promotional offers to maintain high advertising performance.

Results

Statistics on the number of inquiries received through Instagram Direct

Advertising campaign statistics for the entire period of cooperation

Examples of advertising creatives that delivered the best results

Conclusions

The cooperation with Flower Story became an example of building an effective customer acquisition system through Meta Ads from scratch. Instagram advertising became one of the key channels for generating new orders, while regular campaign optimization allowed us to maintain stable performance even during periods of high competition.

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