We use flowers to mark every occasion. They decorate weddings and holidays, mark births and deaths, and say ‘Thank you’ or ‘Get well soon’. Interflora: the largest and most experienced flower delivery network in the world, has been helping its customers’ “Say it with flowers” for nearly a century. Its reputation for excellence, based on the work of its award-winning florists, is centred on three specific brand values; ‘trusted’, ‘personal touch’, and ‘WOW! Factor’.
However, Interflora’s customers are invariably middle aged men and women. If you ask young adults where they would go to buy gifts for their loved ones, flowers has fallen down the ranks; even asking them where they would go to specifically buy flowers will rarely spark recognition of the Interflora brand. Instead, they’ll think of supermarkets, whose focus is on convenience and low prices, leading to supermarket’s market share rising so that over 70% of the UK’s £2.25 billion flower sales are now bought there.
I propose that to increase brand awareness within young people and regain market share, Interflora needs to tap into the mind-sets and consumption habits of young people so as to raise the profile of buying premium hand-delivered florist-made bouquets as opposed to a cheaper supermarket alternative.
Praised for their delicate beauty and heady aroma, flowers are often given to loved ones such as parents and grandparents, so I propose a digitally-led integrated campaign which focuses on them as the recipients. However, rather than using the standard sentiment of “I love you” for these recipients, I believe that saying “Thanks” holds more creative potential. Our parents and grandparents after all, are often those who’ve most actively shaped our childhoods and therefore the adults that we become. Centring a campaign around this fact can therefore have universal appeal, tapping into the gratitude of young people, the nostalgia of the elderly, and the sentimentality of all.
The campaign would consist of an initial series of short videos on Facebook showing, for example, how a grandmother’s role in teaching her granddaughter to bake sparked a passion for cookery, resulting in the granddaughter getting a job in a top kitchen. Simultaneously, under the hashtag #minetaughtme, a Twitter campaign can be used to tap into real people’s memories of growing up and how those experiences have shaped their lives, with the results being used to reward lucky users with a discounted bouquet delivery to their loved ones as well as to create additional videos which can be aired both on and off-line for maximum reach
I would also seek celebrity endorsement, as gaining their stories on how their parents’ and grandparents’ actions during their childhood influenced their success as adults would, without doubt, boost the campaign’s appeal and recognition amongst its target audience. I would also utilise their inclusion by hosting Interflora-sponsored events in shopping areas across the country to celebrate and reward particular parents/grandparents with a surprise bouquet whilst they’re shopping with their loved ones.