Introduction
Introduce Ferns N Petals, the challenge, and what CPS (Cost-Per-Sale) means.
Explain how performance marketing helps gifting brands scale profitably.
About the Client: Ferns N Petals
- Brief overview of the brand
- Key product categories: flowers, cakes, gifts, personalized items
- Market presence and audience
Campaign Objective
Explain the primary goals:
- Increase sales
- Maintain profitable CPS
- Target high-intent shoppers
- Scale during peak gifting periods
Challenges Identified
List real-world challenges before optimization:
- Highly competitive gifting market
- Seasonal fluctuations
- High CPA in normal campaigns
- Need to maintain profitability in CPS model
- Wide SKU range requiring smart targeting
Campaign Strategy
1. Audience Research & Targeting
- High-intent gifting audiences
- Festival & occasion targeting
- Retargeting warm users
- Lookalike audiences from purchasers
2. Creative Strategy
- Emotional storytelling
- Offer-based creatives
- Product-specific visuals
- Highlighting USPs: same-day delivery, midnight delivery, personalization
3. Platform Selection
Explain why you used:
- Meta Ads (Instagram + Facebook)
- Google Search & Shopping Ads
- Email and SMS.
4. Optimization Approach
- Continuous A/B testing
- Eliminating non-performing regions
- Improving conversion rate through retargeting
- Monitoring funnel drop-offs
Execution Breakdown
Explain how the campaign was executed across:
- Ad sets
- Budgets
- Creative refresh cycles
- Audience expansion
- Retargeting flow
Results Achieved (Monthly
- Key Performance Metrics
- Total Sales Generated: 1,420+ orders
- Conversion Rate (CVR): 7.9%
- Purchase Volume Increase: +57% growth in the first 30 days
- Repeat Conversions from Retargeting: 27% of total sales
Performance Highlights
Achieved consistent daily sales with scalable budgets.
Reduced CPS by 38% using audience optimization.
Retargeting delivered the highest ROAS at 8.1X.
Key Learnings from the Ferns N Petals Campaign
- Targeting the right audience is extremely crucial.
- Understanding user intent and interest patterns becomes even more important during the festive season, where gifting campaigns naturally perform very well.
- CPS (Cost-Per-Sale) model works best when combined with strong retargeting.
- Retargeting high-intent users significantly boosts conversion rates and helps maintain profitability.
- Emotion-driven creatives consistently outperform generic ads.
- Personalised messaging, festive sentiments, and relationship-focused visuals lead to higher engagement and better ROAS.
Conclusion
To maximise performance for Ferns N Petals, we combined a multi-channel approach that covered the entire user journey. Along with Meta Ads, we actively leveraged Email and SMS marketing, especially for top-tier cities where purchase intent and average order value are higher. Our targeting focused on the 18–45 age group, which showed the strongest engagement and gifting behaviour.
On Meta, we prioritised Reels placements, as short-form video content delivered higher reach, better CTR, and stronger emotional connection with the audience. By blending interest-based targeting, festive behavioural signals, and retargeting layers, we ensured consistent conversions throughout the campaign.
Overall, the mix of platform diversification, precise audience segmentation, emotionally-driven creatives, and performance-led optimisation led to efficient scaling and a strong uplift in gifting sales during peak periods.