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. The #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.
Capturing that #ShareSomethingReal moment
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.
A 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 for VOD and longer-form web content tells their stories of how they help to #ShareSomethingReal.
Seizing the social opportunity.
#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.
Bringing emotion to the moment of purchase with #ShareSomethingReal on the website
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.
Adding flower love to CRM
#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.