Interflora: breaking the silence about loneliness

Interflora: breaking the silence about loneliness
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Case study · Home & Interiors

Loneliness affects millions, but few people feel able to talk about it. In 2021 Interflora wanted to earn a real role in that conversation, not push another product. We partnered with Vicky Pattison, who shared her own experience, and gave people tools to spot the signs in others and reach out. The campaign reached more than 2 million people and lifted positive sentiment by 6%.

  • 2M+ people reached
  • +6% positive sentiment
  • 1.25M influencer reach
  • 796K media coverage reach
Vicky Pattison filmed for Interflora’s Breaking the Silence campaign on loneliness
  • Client Interflora
  • Sector Floristry, gifting
  • Services Purpose-led PR, talent partnership, social
  • When Early 2021
  • Audience UK adults
  • Channels National media, social, influencer

What did Interflora need?

Loneliness rose sharply during lockdown. Interflora’s brand is about connecting people, and it wanted to help, in a way that felt genuine.

  • Business objective: lift positive feeling towards the Interflora brand.
  • Communication objective: earn a genuine role in the national conversation about loneliness, rather than pushing a product message.

What was the insight?

Even people with millions of followers can feel alone. Hearing that from someone famous makes it easier for others to admit it.

The idea was Breaking the Silence, fronted by Vicky Pattison.

What did we do?

  • A talent partnership. Vicky Pattison shared her own experience of loneliness.
  • Campaign research. Our research found loneliness had increased sharply during lockdown.
  • Practical tools. We gave people ways to spot the signs in others and reach out.
  • PR and social. The story ran across national media and social.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Media coverage reach 796K Prohibition coverage log
Outputs Influencer reach 1.25M Influencer platform analytics
Out-takes Increase in social mentions 30% Social listening
Out-takes Rise in positive sentiment 6% Social listening

What did Interflora get from it?

A meaningful part in a national conversation. Interflora was talked about more, and more warmly, for helping people reach out.

What did we learn?

  • Honesty opens doors. Vicky’s own story made the subject easier to talk about.
  • Give people something to do. Practical tools turned awareness into action.
  • What we would do differently. measure whether people used the tools, for example with a simple landing page tracker.