Interflora had the same innovative business model as JustEat decades before the internet. But VC-backed brands are disrupting the market, turning flowers into a commodity. Our truly diverse #ShareSomethingReal campaign brings the evocative power of flowers back with its emotional lines and Rankin photography, whilst also landing Interflora’s point of difference – the florists. Uplift in brand tracking metrics are extremely encouraging.
Released across VOD and other digital channels, this film shows the thoughtful journey from consideration through purchase to the delightful moment of receipt – a moment created by Interflora’s florists.
#ShareSomethingReal is quite literally created for the social age. Perfecting the execution for the various social formats created strong engagement, especially where film was used.
Behind every Interflora story is a passionate and skilled florist who has dedicated their life to making magical moments for people with flowers. This film for longer-form web content tells their stories of how they help to #ShareSomethingReal.
Buying from Interflora is not a choice for cheap and easy flowers. It is a choice of consideration and love. Bringing the campaign onto the website brings the emotion of giving flowers to the shopping experience, encouraging visitors through the process.
#ShareSomethingReal was integrated into CRM by creating a programme of templates and headers that are tailored to the audience and the occasion. Variations included dialling up the offer using a ‘card’ mechanic.