Case study · Home & Interiors
Interflora was trusted, but people only thought of it at Christmas and Valentine’s Day. To grow everyday sales it needed to feel emotional, not just dependable. We filmed the real people behind Interflora orders, from a thank you to a life-saving kidney donation, and ran the stories as paid social. They reached more than 3.5 million people at a penny a click.
- £0.01 cost per click on video
- 3.5M+ reach
- 3 real stories filmed
- 900 local florists behind the brand
- Client Interflora
- Sector Floristry, gifting
- Services Creative concept, video production, paid social
- Audience UK gift buyers
- Channels Paid social, video
What did Interflora need?
Interflora has been sending flowers for almost 100 years through a network of around 900 local florists. People trusted it, but used it mostly for big dates.
To grow everyday sales, it needed people to feel the emotion behind every bouquet.
- Business objective: grow everyday sales outside peak dates.
- Communication objective: build emotional connection with Interflora’s core audience through real stories, and turn attention into orders.
What was the insight?
Every bouquet has a reason behind it. Some of those reasons are extraordinary.
The idea was Behind the Blooms: the real stories behind real orders.
What did we do?
- Thousands of stories. We reviewed thousands of real orders and shortlisted three.
- Filmed with the senders. We filmed the people behind each story, from a simple thank you to a kidney donation.
- Cut for social. We cut the films down for paid social, built to drive orders.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Real stories filmed | 3 | Prohibition campaign reporting |
| Outputs | Reach | 3.5M+ | Paid social platform reporting |
| Out-takes | Cost per click on video | £0.01 | Paid social platform reporting |
What did Interflora get from it?
A brand people could feel something about, at almost no media cost per click.
What did we learn?
- Real beats scripted. True stories carried more emotion than any script.
- Cut for the feed. Short versions worked hardest on paid social.
- What we would do differently. measure brand warmth and sales uplift before and after the campaign, so emotional impact can be shown in numbers.
