What Mom Really Wants
Integrated Marketing Campaign — The Bouqs Co., Mother’s Day 2026
The Challenge
Mother's Day is the floral industry's Super Bowl, and it’s typically met with a sappy sea of sameness. The real challenge wasn't just differentiation. It was doing two things at once that marketers are often told to choose between: build genuine brand love and drive conversion.
The opportunity was to find a truth about moms that was specific enough to feel real, broad enough to ladder across channels, and strong enough to earn coverage, sell merch, and convert first-time buyers–all in the same moment.
The Outcome
10 billion earned impressions. 23x ROAS on CTV. 84% average sell-through across five merch SKUs — two sold out entirely. 61 press hits specifically covering the brand collaborations, with dedicated features in WSJ Buy Side, Apartment Therapy, Mashable, and more.
The numbers tell part of the story. The bigger win was proving that brand storytelling, merch strategy, and performance aren’t competing priorities. The merch became the third engine: it expanded the emotional range, earned press on its own, and converted customers who wanted more than flowers. The collab model worked so well that LEGO came back for three more seasons (to date).
Strategic Approach
Lead with social proof to own the "best" positioning, then layer in a merch strategy that expanded the emotional story—each product partnership chosen to reflect a real, relatable mom desire.
Two upper-funnel creatives were already proven and non-fatigued—the strategic call was to let them run rather than create for creation's sake, and instead focus new energy on the merch narrative and channel orchestration.
Three Truths About Mom
Bouqs x LEGO Botanicals
Gift Set
Mom wants to play. A build-your-own bouquet that lasts forever — for the mom who loves beauty and a little fun.
Bouqs x Lands’ End
Flower Person Tote
Mom wants the perfect carry-all. Practical, beautiful, and on-brand — a gift that lives beyond the holiday.
Bouqs x Apotheke Uninterrupted Sleep Candle
Mom wants rest. The most honest Mother's Day message in the market. Rest is a luxury. We leaned in.
The Results
10B Earned Impressions
146 editorial placements (+12% YOY) | 61 collab-specific hits
Dedicated Features: WSJ Buy Side , Apartment Therapy, Mashable, USA Today, HGTV
23x
CTV ROAS
100%
Sell-Through
~15x
Lift in new visitors