TV / SOCIAL / ACTIVIATION

The Challenge

The Power of Wishes

For Teleflora, the leading U.S. floral delivery service, Christmas is not just a season of joy, but also the most profitable time of year. However, with holiday floral purchases declining, Teleflora faced the challenge of reigniting consumer interest in flowers while reinforcing its position as a belief-driven brand.

As part of their holiday effort, Teleflora decided to partner with Make-A-Wish for the second year in a row. This year’s specific goals of the campaign were to increase sales of Teleflora's holiday bouquets by 50% YOY and drive $250,000 of donations for Make-A-Wish.

The Big Idea

Grounded in the insight that 91% of consumers prefer brands that support meaningful causes, while 35% hesitate to donate due to financial strain, Teleflora’s strategy was to make giving back effortless through bouquet purchases and social engagement—spotlighting the life-changing power of wishes, which 94% of parents say improves their child’s emotional well-being.

We brought this to life through The Power of Wishes—a campaign celebrating how granting wishes can transform lives. Centered on a heartwarming film about a boy whose wish to see his deployed father comes true, the story extended into real-world activations: a Rockefeller Center snowman-building event, social challenges, and a product line led by Teleflora’s Snowman Bouquet—each act of engagement driving donations to Make-A-Wish.

Campaign Amplification

To amplify the campaign and make giving back effortless, we turned everyday actions into donations toward its $250,000 Make-A-Wish goal. Purchases of holiday bouquets on Teleflora.com contributed 15% of the purchase price to the cause, while likes on Teleflora and Make-A-Wish collab social posts generated $5 each.

At our Rockefeller Center snowman-building event, every snowman built added $10 to the total. The activation also fulfilled the wish of Autumn, a Make-A-Wish child who dreamed of visiting New York City and became the first non-staff person ever to light the Rockefeller Center Christmas tree.

The campaign’s magic even came to life behind-the-scenes when Teleflora invited Make-A-Wish alumni Matty and Kinsley to the set for a special behind-the-scenes experience.

In tribute, the boy in the film—named after Matty—tosses a baseball to the snowman, honoring both kids’ love of the game. Their presence was a moving reminder of the real power of a wish and its lasting impact.

The Result

The campaign exceeded Teleflora’s expectations across every metric—driving a 136% year-over-year increase in holiday bouquet sales, surpassing the sales goal by 172%, and exceeding the $250K Make-A-Wish donation target. It delivered 26.8M+ paid impressions and 319M+ earned PR impressions, achieved a 5× higher website conversion rate than the previous year, and was honored by Adweek as one of the Best Holiday Ads of 2024—proving that when you give generously, wishes really do come true.

Awards & Accolades