What was in the way
Baked Bouquet sells edible gifts that look like flower bouquets but are made of cupcakes. People loved the idea when they heard it in person, but online, many shoppers didn't realize the flowers were cupcakes. Most sales came from pop-up stores.
A viral video once brought millions of views and a rush of orders. Within about two weeks, interest faded and sales fell back to where they were.
What we did
- Ads that explain, then sell. We built ads in stages. The first ones show what the product is. The next show people giving it as a gift, and the last ones share offers. Google Ads was one of the main channels.
- A daily orders-versus-capacity view. The team got a simple view of incoming orders next to what the kitchen could make. That made quick calls on busy days much easier.
- Holiday forecasting. We projected holiday sales against how much the kitchen could produce. That guided hiring and ingredient buying, and it cut waste.
- Ongoing testing. When an ad message worked well with an audience, we reused it for the new location and kept testing as the market changed.
What changed
Baked Bouquet brought in more than 10,000 new customers. Online sales became a steady source of business instead of a short spike. Better forecasting also meant less food went to waste.
The first location's success led to a second one, which launched with the same tested ad approach.
