The AudioXi campaign for Bunches played a pivotal role in driving awareness, engagement, and sales during the critical Mother’s Day trading period, proving the power of targeted digital audio in a competitive floral market.
About the Client
Bunches is a well-established UK online flower retailer, known for delivering high-quality, long-lasting bouquets with an eco-conscious approach. Competing against major players such as Bloom & Wild, Interflora, and supermarket chains, Bunches focuses on creating meaningful gifting moments while maintaining strong value and sustainability credentials. Mother’s Day represents one of the brand’s most commercially significant periods, making it a key opportunity to acquire new customers and strengthen brand preference.
About the Campaign
The AudioXi campaign ran from 15th February to 13th March 2026, strategically aligning with the peak consideration window ahead of Mother’s Day. Delivered across Bauer Media’s portfolio in the East and West Midlands, the campaign leveraged advanced audience targeting using Mosaic profiles to reach high-value consumer segments most likely to purchase flowers.
Target audiences included affluent city professionals, established homeowners, and family-oriented households—groups with strong gifting intent. Alongside the core AudioXi campaign, a supporting competition ran on Hits Radio, amplifying engagement through social media, data capture, and a dedicated landing page.
About the Audio Campaign
At the heart of the activity, the AudioXi campaign delivered 500,000 impressions across all devices and Bauer brands, with a strong emphasis on smart speaker listening. This ensured Bunches reached audiences in highly personal, attentive environments such as the home.
The AudioXi campaign was pixel-tracked, allowing for precise measurement of user behaviour post-exposure. Listeners who heard the ads were encouraged to visit the Bunches website, creating a clear and measurable journey from awareness to action.
The results demonstrated strong engagement, with 2.54% of unique listeners visiting the website and averaging 2.87 page views per visit—clear evidence that the AudioXi campaign drove meaningful interest rather than passive exposure.
The Brief
The primary objective of the AudioXi campaign was to drive Mother’s Day flower orders while increasing brand awareness and preference in the Midlands. Bunches aimed to position itself as the go-to flower delivery service during this key seasonal moment.
Secondary objectives included:
- Growing new customer acquisition
- Increasing website traffic and engagement
- Building a scalable platform for future seasonal campaigns
The Message
The AudioXi campaign messaging focused on Bunches’ key differentiators: long-lasting flowers, thoughtful gifting, and eco-conscious practices. Creative executions were designed to resonate emotionally with listeners, tapping into the sentiment of celebrating mothers and mother figures.
By aligning messaging with the emotional significance of Mother’s Day, the AudioXi campaign successfully captured attention and encouraged listeners to take action at the right moment.
The Solution
The AudioXi campaign utilised a highly targeted, data-led approach to maximise effectiveness. By focusing on postcode areas with high concentrations of Bunches’ ideal customer profiles, the campaign ensured efficient delivery and minimal wastage.
Key elements of the solution included:
- Advanced audience targeting using Mosaic segmentation
- Multi-device delivery, with strong smart speaker penetration
- Regional focus on East and West Midlands for maximum impact
- Integration with a competition campaign on Hits Radio to boost engagement
The competition element generated over 2,200 entries, alongside 4,500 page views and significant social reach, reinforcing the effectiveness of the wider AudioXi campaign ecosystem.
Success Measures
The AudioXi campaign delivered exceptional results across multiple performance indicators:
- Website Traffic:
- East Midlands traffic increased by +72.6% year-on-year
- West Midlands traffic increased by +48.6%
- Revenue Growth:
- East Midlands revenue increased by +82.3%
- West Midlands revenue increased by +70.4%
- New Customer Acquisition:
- New users grew by +71% in the East Midlands
- New users increased by +55.4% in the West Midlands
- Engagement Quality:
- Engagement rates improved across 22 of 25 cities
- Visitors showed stronger purchase intent and higher value per session
- Brand Awareness:
- Branded search impressions increased by +40.7% during the campaign period
- Audience Engagement:
- 2.54% visit rate from exposed listeners
- High repeat engagement with nearly 3 page views per visit
These results highlight how the AudioXi campaign not only drove traffic but also delivered high-quality, conversion-ready audiences.
“Radio is central to how Bunches connects with customers at the moments that matter most. AudioXi gives us the confidence we’re reaching the right people, at the right time, with the right message — and the results of this campaign with Bauer prove just how powerful that emotionally driven engagement can be.” – Dan Sinnott, Head of Marketing
Summary
The Bunches Mother’s Day AudioXi campaign stands as a compelling example of how targeted digital audio can deliver both brand-building and performance outcomes. By combining precise audience targeting, emotionally resonant messaging, and robust measurement, the AudioXi campaign successfully drove significant uplifts in traffic, revenue, and brand awareness.
Particularly in the East Midlands, the scale of growth demonstrates the effectiveness of sustained regional audio activity. The campaign also proved that audio can influence not just awareness, but real consumer behaviour—prompting users to search, visit, and ultimately purchase.
Overall, the AudioXi campaign positioned Bunches strongly during a key retail moment and laid the groundwork for future seasonal success.