the task
Differentiate Interflora by showcasing the evocative power of flowers and Interflora’s unique florists in a diverse campaign reflecting modern Britain.
Informed Imagination
#ShareSomethingReal
This idea brings to life the thoughtful journey from consideration through purchase to the delightful moment of receipt – a moment created by Interflora’s florists and captured by Rankin photography.
Work made with passion
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 tells their stories.
visible data
The power of flowers
Data provided the insight that flowers are the only gift that results in a genuine smile 100% of the time. Segmentation lets the focus be on Rachel, a 30-something with high disposable income.
Bringing emotion to the moment of purchase
Interflora is not a choice associated with 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.
visible tech
Adding flower love to CRM
An ESP with interaction tracking enabled email optimization via dynamic content. E.g., dialing up the offer using a card mechanic.
Seizing the social opportunity
#ShareSomethingReal is quite literally made for the social age. Perfecting the execution for the various social formats created strong engagement, especially where the film was used.
Results
How CXM lit the fuse for Interflora
The increased differentiation and distinctiveness have meant that key purchase occasions (e.g., Valentine’s and Mother’s Day) are at maximum capacity.
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