Case study · Home & Interiors
Christmas is Interflora’s most important sales period, and the gifting market is crowded. We placed its Christmas range in national press and online gift guides, with the titles most likely to drive traffic. The campaign earned 109 pieces of coverage, reaching 11.9 million potential customers.
- 109 pieces of coverage
- 11.9M potential customers reached
- Client Interflora
- Sector Floristry, gifting
- Services Product placement, press office
- When Christmas
- Audience UK Christmas gift buyers
- Channels National press, online gift guides
What did Interflora need?
Interflora needed awareness of its Christmas range ahead of its most important sales period, in a market where festive attention has to turn into sales.
- Business objective: drive Christmas range sales.
- Communication objective: secure the Christmas range in national press and online gifting features.
What was the insight?
Gift guides are where Christmas shoppers decide. Being in the right ones, with a link, matters more than being everywhere.
The idea was be in the gift guides that sell.
What did we do?
- Target titles. We identified the national and online gift guides that drive traffic and sales.
- Product placement. We placed the Christmas range with key titles.
- Links to shop. We pushed for coverage that sent readers straight to the range.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 109 | Prohibition coverage log |
| Outputs | Potential customers reached | 11.9M | Prohibition coverage log |
What did Interflora get from it?
A Christmas range seen in the places shoppers decide, across 109 pieces of coverage.
What did we learn?
- Choose titles that link. Online gift guides carry the most commercial value.
- What we would do differently. agree sales and revenue tracking from coverage links before the season starts.
