Making Flowers for Dad's a Thing - Sparking Search & Sales
The Challenge
Interflora had a repetitive content strategy around flowers and relied too heavily on peak periods like Mother's Day. They wanted more ways of getting traffic OUTSIDE of peak seasons whilst also building demand. They wanted content that stood out in their feeds. We saw that “Father's Day gift ideas” were searched for twice as much as Mother's Day and up 20% YoY. (People simply don't know what to buy Dad outside of socks, beer or slippers).
"Most men receive flowers for the first time at their funerals" - a shocking insight that sparked action
What We Did
We found a stat that revealed most men receive flowers for the first time at their own funeral.
We ran a Father's Day campaign to not only capture search demand, but create it in the first place. We created a Father's Day flowers category for the first time, featuring bouquets perfect for Dad. But, then we had to drive the demand in the first place.
We needed to normalise gifting flowers to men and put Interflora at the centre of it. So we ran a creator + PR campaign (what we call Rise Everywhere service) to drive those triggers and a series of social content touching on the emotional side of gifting flowers to men.
63% increase in search demand and pos 1 result capturing it
The Results
The campaign generated a 63% increase in search demand for Father's Day flowers, and Interflora managed to capture it due to their pos 1 rankings. Through creators, we reached 300K people organically with 7K engagements, and the press picked up our work, including Adweek, Ad Age, The Drum and more.
Interflora made this a yearly campaign, keeping themselves as category leader, both driving and capturing search demand.
