Interflora – Changing consumer perceptions through storytelling content
Interflora, is the UK’s leading floristry brand. With almost one hundred years of creating bouquets, a network of 900 local florists across the UK and Ireland, millions of happy customers and recipients – it most certainly is not your average online flower business.
As a long-standing client of Prohibition, Interflora approached us with its latest brief, which was focused on building the retail brand and driving relevance amongst its core audience persona, while highlighting the incredible emotional weight behind every bouquet that is sent.
Create:
Working with Interflora, Prohibition developed the ‘Behind the Blooms’ campaign concept, which gave us the opportunity to showcase the real-life stories behind each bouquet sent, whether it’s a simple thank you, a celebration or something all-together more unusual.
To kick things off, we reviewed thousands of unique stories, whittling them down to a shortlist of three. We then got in touch with the senders and shot a unique and engaging video case study with each.
Our launch videos featured Simon and Kira, both of whom were selected for their unique and inspiring tales. Simon had nearly died of a severe asthma attack, and wanted to repay the ambulance staff who had saved his life while Kira sent flowers on the anniversary of her mother-in-law receiving a life-saving kidney donation.
Engage:
To bring the stories to life, our creative team captured two emotive videos, filmed in a stark interview style, ensuring the viewer was focused on the emotion of the narrative. The videos were then edited in a variety of formats to be shared across Interflora’s social media channels to drive traffic and link clicks directing consumers towards the Interflora blog landing page – further reinforcing the campaign messaging.
We created a paid social advertising plan which included targeting a variety of audiences, through a range of different ad objectives. In order to ensure obtained the best results, we A/B tested and constantly optimised the ads to make sure our ads reached the correct audiences.
Convert:
As well as telling the special stories behind every bouquet, the campaign drove brand re-appraisal, engagement, web traffic and reach. In fact, the campaign has been deemed so successful that the theme will be rolling out throughout 2023 with many more amazing stories being told.
