Meg Callahan Media
Afloral rebrand, art direction, and digital marketing by Meg Callahan.
Afloral Case Study
Art Direction, Affiliate & Influencer Management, Digital Marketing, and Copywriting
All images provided and under copyright by Afloral.com.
Art Direction Results
Partnered with Afloral CEO and creative agency SDCO in 2019 to rebrand Afloral.com from craft to luxury - including brand identity and voice.
Elevated brand identity through art direction and strategic partnerships with photographers, videographers, and stylists such as Nicole Franzen, Katja Greef, Carley Page, and SDCO.
Marketed all premium assets on-site, email, display, and social.
Co-art directed sustainable dried floral launch with creative agency SDCO.
Art directed and produced photo and video shoots from 2020-2023.
Pre rebrand 2019
Post rebrand 2023
Affiliate & Influencer Management Results
Developed a dual social influencer and affiliate program that became the highest revenue and traffic source for Afloral.com from 2019-2023.
Generated 80-110% traffic increase YOY.
Spearheaded brand affiliate partnerships with Apartment Therapy, Elle Decor, and The Knot.
Elle Decor Affiliate Feature - Click to Read
Social Media Results
Increased the Afloral Instagram community by 60K organic followers in six months in 2019 through growth strategies, including partnerships, brand and influencer giveaways and sweepstakes, and community engagement.
Curated custom brand partnerships with luxury brands such as Avaline Wine (gifted 15 influencers hand-made dried flower bouquets for Avaline’s Rose launch) and Goop (designed exclusive dried flower wreaths for 2021 and 2022 Gift Guides) to increase followers and brand awareness.
Designed assets and managed paid social campaigns that generated 6x+ ROAS spend MOM.
Partnered with CEO to rebrand all marketing channels in 2019. Designed all editorial calendars and creative assets, including graphic design and video editing.
Wrote all organic social copy from 2019-2021. Wrote all paid social copy from 2019-2023.
Pre rebrand 2019
Post rebrand 2023 (current management by The Creative Exchange social agency)
Produced, edited, and copywrote paid social campaigns from 2019-2023. Examples below ran in Spring 2023 on Meta with 6x ROAS.
Email Marketing Results
Managed email marketing list of 250K
Increased open rate from 25% to 40% with captivating copy
Increased conversion from 6% to 10% with targeted strategy and elevated graphic design
Designed weekly marketing emails featuring best-selling products
Email graphic design and copywriting examples from 2023 marketing emails.
Copywriting Results
Developed brand voice and direction with CEO and SDCO in 2019.
Created editorial calendar and wrote all on-site brand copy, including About Us and Sustainability pages.
Wrote SEO-optimized blogs from 2019-2023, increasing organic traffic on trending topics and targeted keywords.
Onboarded and managed SEO blog writing agency in 2023.
Paid social copywriting example.
All images were kindly provided by Afloral.com and under copyright.