Content Creation Agency

Social Media Marketing Agency

Influencer Marketing Agency

Interflora’s Great British Bloom Off

objective

WINNER OF CIPR, CREATIVE MOMENT & PRMOMENT AWARDS FOR BEST CREATIVE CONTENT

Global flower delivery giant Interflora recognised its need to be more relevant and appealing to a younger audience. It knew creative social media content could be the answer and wanted a focus on Instagram content.

The brand wanted Smoking Gun to:

Increase Instagram acquisition
Boost brand loyalty
Engage younger consumers without alienating older established audiences
Shift public perception of the brand as old-fashioned, as per in-house research

strategy

In line with the client we developed an Instagram-first creative social media content campaign for its Florist Choice product, which enables the company’s network of florists to create unique bouquets for online customers based on whatever ‘fresh stems of the day’ are available.

Channeling our social media expertise we came up with an IGTV series; The Great British Bloom Off.

Execution

Development of framework and format for a new Instagram video series on IGTV, with different florists competing in four weekly stages showcasing their unique skills and personalities via social media content

Introduced a People’s Choice mechanic, allowing social media audiences to engage and vote for their favourite florists after each weekly episode

Enlisted ‘Florist to the Stars’ Simon Lycett, interiors expert and influencer Eva Sonaike, and leading floral consultant Karen Barnes as influencers, judges and faces of the show

Handled all filming and logistics — which took place over a single day — including photography for more creative content

results

3.8 million video views

…90% above the target

9.4 million organic impressions

946,000 total playthroughs

5% follower growth

On target audience relevant platform, Instagram

Award winner

Campaign won a Creative Moment award for its exceptional content

results

3.8 million video views

5% follower growth

Award winner

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