15+ Commercials, Twice the Revenue
CTV Creative Strategy — The Bouqs Co.
The Challenge
CTV started as a promising test. Early spots were driving engaged, high-intent visitors to the site, so the opportunity was clear: grow the channel.
But scaling CTV isn’t just a media decision. Bouqs was still a name many viewers didn’t recognize, so every spot had to be sticky and unmistakably branded, built for name recall, not just a nice moment with flowers.
To earn more budget, we needed to keep learning what worked: building a range of creative across e-commerce and subscription, seasonal moments and evergreen, and testing our way to spots that could carry a bigger channel.
What I Did
I led 15+ commercial productions end to end through our vendor’s creative-as-a-service (CAAS) model. I wrote the briefs, ran pitches with production companies, landed the concepts, and oversaw scripting, shoots, talent, sets, voiceover, and post.
Every spot had to balance a lot at once: brand and product, seasonal moments and everyday occasions, and what made Bouqs different from every other flower brand on TV. So I tested constantly, from opening lines and promotions to leading with the occasion versus leading with the brand. Each round of creative was built on what the last one taught us.
On the creative side, it was a team of one. My boss approved decisions and pushed my thinking, and I partnered closely with our upper-funnel media team to read what was working.
The Outcome
As CTV investment grew 32% from 2023 to 2025, the creative delivered:
2.2x
Conversion rate more than doubled
2x
Net revenue driven by CTV
+54%
Improvement in ROAS
+90%
Growth in orders driven by CTV
The creative didn’t just bring more people to the site. It brought the right people. CTV-driven visitors became more than twice as likely to buy, and they spent more when they did. By 2025, the channel was driving twice the revenue at a 30% lower cost per order, and in 2026 it passed all of 2023’s orders with two months to spare. A scrappy, test-and-learn approach turned a growing line item into one of our most efficient channels.
For Your Viewing Pleasure
A sampling of my favorite spots.