Interflora’s great British bloom off
Global flower delivery giant Interflora recognised its need to be more relevant and appealing to a younger audience. It knew creative social media content could be the answer and wanted a focus on Instagram content.
Brand Name
Interflora
The brand wanted Smoking Gun to:
- Increase Instagram acquisition
- Boost brand loyalty
- Engage younger consumers without alienating older established audiences
- Shift public perception of the brand as old-fashioned, as per in-house research
Our Strategy
Development of framework and format for a new Instagram video series on IGTV, with different florists competing in four weekly stages showcasing their unique skills and personalities via social media content.
Introduced a People’s Choice mechanic, allowing social media audiences to engage and vote for their favourite florists after each weekly episode.
Enlisted ‘Florist to the Stars’ Simon Lycett, interiors expert and influencer Eva Sonaike, and leading floral consultant Karen Barnes as influencers, judges and faces of the show.
Handled all filming and logistics — which took place over a single day — including photography for more creative content.
Channeling our social media expertise we came up with an IGTV series; The Great British Bloom Off.
In line with the client we developed an Instagram-first creative social media content campaign for its Florist Choice product, which enables the company’s network of florists to create unique bouquets for online customers based on whatever ‘fresh stems of the day’ are available.
3.8 million video views
90% above the target
9.4 million organic impressions 946,000 total playthroughs
5% follower growth
On target audience relevant platform, Instagram
Campaign won a Creative Moment award for its exceptional contentÂ
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