Blooms

Client Overview

Business Name: Blooms
Industry: Florist and Event Styling
Location: Newcastle, New South Wales

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Blooms is a boutique florist and event styling business known for its bespoke floral arrangements and romantic styling for weddings and corporate events. While their in-person reputation was strong, they struggled with online visibility and lacked a cohesive marketing strategy to attract consistent leads and grow their following on social media.

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The Challenge

• Inconsistent Social Media Engagement: Despite posting regularly, their content failed to generate meaningful engagement or conversions.

• Lack of Strategy: Content was ad hoc and lacked alignment with business goals or seasonal opportunities.

• Limited Brand Awareness: Blooms was well known within their suburb but lacked visibility outside of it, especially in the competitive wedding space.

• No Funnel in Place: There was no lead generation strategy or email marketing in place to nurture followers into clients.

 

Our Approach

To reposition Blooms as a premium florist and event stylist, I implemented a tailored marketing strategy with a strong focus on brand positioning, content planning, and audience engagement across Instagram and Facebook.

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Brand and Messaging Refresh

• Conducted a brand audit to realign visual identity and tone of voice with their premium positioning.

• Refined messaging to speak directly to their ideal client—brides-to-be and event planners seeking high-end, personalised floral styling.

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Strategic Content Planning

• Developed a 3-month content calendar aligned with peak wedding and event seasons.

• Introduced themed content pillars including “Real Weddings,” “Behind the Blooms,” and “Floral Tips & Trends.”

• Incorporated reels, stories, and carousel posts to boost engagement and reach.

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Instagram & Facebook Optimisation

• Updated bios, contact details, highlights, and pinned posts to improve first impressions.

• Introduced branded hashtags and encouraged UGC (user-generated content) from past clients and photographers.

• Created engagement-driven posts (polls, Q&As, countdowns) to boost algorithm performance.

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Lead Funnel & Email Marketing Setup

• Designed a lead magnet: a free downloadable “Floral Styling Checklist for Weddings” promoted via social posts.

• Set up a simple automated email nurture sequence to convert new subscribers into paying clients.

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Ad Campaign Support

• Launched seasonal ad campaigns targeting engaged couples and local event planners.

• A/B tested creatives and copy to optimise for click-throughs and inquiries.

• Integrated Facebook Pixel for retargeting and deeper performance insights.

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​Results

Within 90 days of implementing the new strategy, Bloom & Co saw a dramatic transformation in their online presence and lead generation.

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Instagram Followers - Before: 1,850. After: 3,040 (+64%)

Average Engagement Rate - Before: 1.1%. After: 4.3%

Website Clicks from Social - Before: 12/month. After: 98/month

Email Subscribers - Before: 0. After: 325

Client Inquiries from Social - Before: 2/month. After: 15+/month

• Viral Reels: Two Reels exceeded 15,000 organic views within a week, bringing in a wave of new followers.

• Bridal Bookings: 6 new wedding bookings directly cited Instagram as the referral source.

• Funnel Success: 21% of new subscribers booked a discovery call within the first 30 days.

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​Conclusion

By building a consistent and brand-aligned social media presence, coupled with a conversion-focused marketing funnel, Bloom & Co not only grew their audience but converted followers into high-value clients. They’re now recognised not just locally, but throughout NSW as a go-to florist for premium weddings and styled events.

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Want to achieve similar results for your business? Contact Iconic Marketing today to optimise your social media and drive growth! Book a Free Consultation.

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