StrategyFlowers and giftsE-commerceSocial media strategy

A new way to buy roses.
A Gulf strategy built on occasions.

A first-quarter social media strategy and media plan for Rosovina, an online roses and gifts brand, across Riyadh, Jeddah, Al Khobar and other Gulf capitals.

Rosovina
Client type
Online flowers and gifts brand
Market
Saudi Arabia and the Gulf
Scope
Social media strategy, personas, content pillars, 3-month media plan
Agency
Crop Media
01

The objective

Flowers are bought for moments: Mother's Day, Valentine's, anniversaries, birthdays and visits to loved ones. The plan set two objectives for three months in the Gulf: build brand awareness and build a strong community.

The media plan added clear commercial goals: generate leads, increase website traffic and drive sales. It was benchmarked against local flower and gift brands.

02

Who it speaks to

Lina, occasion-oriented
Married mother who buys for birthdays, anniversaries and family gatherings.
Feras, the romantic
Surprises his partner and needs express delivery for last-minute moments.
Abdelaziz, busy professional
Wants curated bouquets, scheduled delivery and date reminders.
Dana, interior design enthusiast
Buys flowers to style her home and loves Instagrammable designs.
Alanoud, wedding planner
Needs wedding packages, customization and reliable coordination.
03

Content pillars

01
Brand awareness, 50%
Behind the scenes from cultivation to delivery, customer stories and product showcases.
02
Interactive content, 20%
Flower care tips, floral symbolism and DIY tutorials.
03
Trends, 20%
Seasonal inspiration for Valentine's, Mother's Day and other occasions.
04
Indirect sales, 10%
Guides such as how to choose the right flowers for every occasion.
04

Channels

InstagramTikTokSnapchatX (Twitter)Google
05

The plan

  1. 1
    Month one: present
    Branding and follower campaigns with trend and brand content.
  2. 2
    Month two: build the relationship
    Interactive content, with the budget reviewed against the goals.
  3. 3
    Month three: convert
    Indirect sales content and lead generation, shifting spend to the best channels.
06

Content ideas

  • "Rosovina, the New Way to Buy Roses Online"
  • Couples influencers with promo codes and scripted videos
  • "How to Choose the Right Flowers for Every Occasion"
  • The flower's journey from cultivation to delivery
  • Customer spotlights and user-generated content
  • A/B testing of creatives and audiences
07

How success is measured

Reach and impressions
Engagement and social shares
Click-through rate and cost per click
Website visits and leads
Conversion rate and customer lifetime value

* A summary of the strategy as delivered. Budgets and internal client information are not shown.

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