Brands go social in run-up to Mother's Day

05/7/2012 | Adweek

Brands such as 1-800-Flowers.com and Zales are launching digital campaigns in the run-up to Mother's Day. Zales is using Facebook as the key destination for traffic driven by broadcast, e-mail, print and Twitter campaigns, while 1-800-Flowers.com is using the social site to test marketing messages before deploying them on other platforms. "It allows us to really tweak and optimize the marketing messages and the products that will be featured throughout the rest of our marketing program," said 1-800-Flowers.com President Chris McCann.

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