Interflora wanted a partnership campaign which would tap into the needs of a core female demographic in an increasingly competitive market. Our extensive audience analysis revealed that mindfulness over-indexed across this audience, so we brokered a partnership with leading mental health charity SANE to bring flowers and mindfulness practice together.
We created the first ever mindful flower arranging kit and class, led by an expert in the field. Stems were carefully selected with colours, scents and textures in mind for a sensory experience led by a mindful flower arranging guide, which was written in partnership with SANE.
An integrated and multi-channel execution saw us conduct an influencer sampling programme with 15 pieces of organic content from 10 influencers, as well as a traditional PR-led pitch which achieved editorial coverage including Stylist, S Magazine and Women’s Health.
“This was our most talked about campaign of the year!”