flowers for Father’s Day
creating the search demand
Content creation & Influencer
The Interflora campaign that created
an unmissable spike in searches
Interflora already ranked number one for Father’s Day flowers. The problem was, no-one was searching for them. We wanted to increase the search demand by making Father’s Day flowers something everyone was talking about, turning that high ranking position into a number that actually mattered.
Forget the socks and coffee mugs - Father’s Day just got floral.
We knew Interflora ranked #1 for "Father's Day flowers", we just needed to create a search demand. Videos capturing heartwarming and intimate moments always do well on social media. Knowing this, our strategy was to work with social media influencers to create content surrounding this conversation, and have them post videos of the moment their father-figures received a beautiful Interflora bouquet. We outreached the campaign and used digital PR to increase awareness of the campaign’s core message, with the goal of landing links to the Interflora site.
Our outreach efforts resulted in six media placements, including in the likes of AdWeek and Horticulture Magazine. We also created demand. No-one had been looking for Father’s Day flowers until we came along, and turned Interflora’s number one ranking into a position that meant something. Our campaign resulted in a 62.2% increase in searches compared to the year before, leading to a £11,348 increase in revenue for Interflora, their website saw 2,181 new users visit. The Father’s Day category in particular saw a 58.5% increase in revenue, and the campaign as a whole was viewed a whopping 299.8k times.
Move over mums, flowers are a father’s game now.