Mother’s Day campaign an international success
Mother’s Day is important for our sector, which is why we once again launched an extensive campaign this year in the various countries before and during this day. Allow us to tell you about the activities and corresponding results.
Focus on emotional connection
This year, the focus of the Mother’s Day campaign was entirely on connection. Besides the fact that flowers are a fantastic gift, every flower also has a symbolic meaning. And that is exactly what we emphasised. In videos, articles and social media, influencers and consumers shared personal stories featuring emotions, flowers and their symbolism. This enabled us to put flowers on the map as a meaningful gift and to show how flowers connect people.
Successful AI Florist
In the Netherlands, we have reintroduced and expanded the use of the AI florist, in collaboration with Fleurop. In videos on Instagram and TikTok, various influencers showed how to put together a bouquet using the AI tool. They inspired thousands of followers and successfully conveyed the campaign message. Additionally, the VBW supported this activation by sending a newsletter to their members. Moreover, florists could pick up a free poster at Waterdrinker and Plantion.
The media also once again devoted plenty of attention to the AI Florist. Online lifestyle platforms like Manify, FHM and Holistik wrote articles about the tool and inspired consumers to try out the AI Florist.
Personal stories in online and offline media
In addition to the AI tool promotion, there were 26 publications about the symbolism of flowers in Dutch weeklies, magazines and local newspapers. For example, consumers could read in their local papers that gerberas symbolise cheerfulness, peonies good fortune and lisianthus appreciation and gratitude.
This also resulted in a partnership with Tom Groot, tulip grower and horticultural celebrity from the reality show ‘Boer zoekt vrouw’. His column in VRIJ Weekendmagazine was devoted entirely to the symbolism of flowers and their importance to his family.
Promotion in Germany: focus on symbolism in digital articles and social posts
In Germany, the campaign also focused on the meaning of flowers and their ability to connect. EMOTION, one of the largest lifestyle magazines in the country, published an online article about the symbolic meaning of popular flowers. This made it even more fun to choose just the right flowers for a Mother’s Day bouquet.
We also launched competitions together with Fleurop, in which close to 3,000 consumers participated. The campaign was supported by articles about our consumer website (tollwasblumenmachen.de), advertorials on lifestyle websites and social media posts.
Inclusive Mother’s Day campaign in France
In France, our PR activities emphasised that Mother’s Day is a day that celebrates all mother figures. We developed three meaningful bouquets for the different ‘types’ of mothers and promoted them in various French media. The goal was to advocate inclusion, and the notion that all mother figures need to feel appreciated. We also worked with influencers to spread the message of inclusion as well as the bouquets.
In addition, we reached an additional 40 million French consumers via popular lifestyle platforms and news sites. And by approaching Mother’s Day so inclusively and distinctively from the competitors, we successfully attracted media attention.
United Kingdom
The primary goal of our campaign in the United Kingdom was to convey that flowers are the most meaningful gift for Mother’s Day. To achieve this, we used surveys to research how the British celebrate Mother’s Day and shared the results with the press. National and regional news media, both online and offline, wrote articles about the results of our study. A total of 22 digital articles had an online reach of 902,100,000 and the printed articles had a reach of over 2.6 million.
Want to find out more?
Feel free to contact Gabrielle Dullaart at gdullaart@bloemenbureauholland.nl.
