Idea: "World's Greatest Love Stories" invites users to submit videos detailing how they fell in love with their partner or their marriage proposal. The stories will be posted on the campaign's YouTube Web site, where viewers can vote for their favorite. To keep the proposals a secret, the "Will You Marry Me?" contest will be judged internally. Winners will then have their videos aired on YouTube's home page and collect other prizes. The campaign targets the retailer's customer demographic, which includes both genders and spans all age groups. "We feel it [will] appeal to a lot of different people," says Yanique Woodall, PR director at 1-800-Flowers.
Tools: The retailer broke news of the Valentine's Day campaign and Google partnership through an exclusive with The New York Times, and is now targeting short-lede lifestyle media and female-oriented lifestyle blogs, Woodall says. The YouTube effort promotes the retailer during its second-biggest holiday season, next to Mother's Day. Woodall hopes word-of-mouth marketing will help spread the campaign in the online community. "We really have respect for the passion of the YouTube community," she noted. "The idea... is to get people excited about this great contest."
Measurement: The campaign will be measured by the number of video submissions and user participation it generates.
Campaign: World's Greatest Love Stories
PR team: MWW Group
Other marketing: Integrated marketing partnership with Google
Launch: January 7