Interflora: 100 years of Beautiful Moments

PR & Reputation Management Company

objectives

On 30th May 2023, Interflora British Unit celebrated its 100th birthday. Interflora wanted to create noise around this milestone and all the human connections the business has facilitated over its 100 year history. The PR campaign had to work across Interflora’s owned channels and in earned media – generating national coverage around the anniversary.

strategy

Smoking Gun came up with the idea of a campaign around the Most Beautiful Moments of the last 100 years to work across earned and owned channels.

Business milestones often don’t have much media appeal as a stand alone story. We had to find a creative angle to make this appealing and interesting to consumer media – building in the impressive 100 years timeline message and also Interflora’s purpose of ‘creating beautiful moments for special people’.

execution

Smoking Gun researched key moments for each decade of the last century.

Not only looking at big milestones such as England winning the football World Cup (1966) and King Charles III Coronation (2023), but also more quirky pop culture moments such as the launch of the first online dating website (1995) and TV golden moments such as Del and Rodney finally becoming millionaires (1996) and Kylie and Jason’s wedding in Neighbours (1987). Everything we chose had to demonstrate how it brought people together by connecting them in some way – whether that was uniting people physically, emotionally or by creating water cooler moments.

The list was edited and curated into a media friendly listicle of 39 key moments which were then put to the public vote to drive engagement on Interflora’s own Instagram feed.

results

There were two main opportunities for earned media coverage with this story – the first being the full list of 39 . The media outreach here resulted in 8 pieces of national coverage including wish list titles MailOnline, Daily Star and the Mirror.

Once the Instagram following had voted on its favourite – we then went out again to media with the Number 1 Most Beautiful Moment (which was Captain Tom in 2020). This resulted in 5 further pieces of coverage including The Daily Mail, The Sun and a secondary hit with MailOnline.

The 100 years of beautiful moments campaign was also bolstered by trade and regional coverage of the Interflora anniversary.

Interflora’s Instagram saw over 2,000 votes with over 300 comments on the posts around the campaign.

“AMAZING coverage – well done team.” Bethany Day, Brand Manager at Interflora.

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