Content Creation Agency
objectives
Smoking Gun was asked to create a content marketing campaign for International Women’s Day for Interflora. The objectives were to drive brand awareness and reappraisal – and to build more of an emotional connection with existing and prospective customers.
The content needed to fuel Interflora’s marketing channels including social media and customer email, but also had to live the brand’s purpose of ‘creating beautiful moments for special people’.
strategy & execution
Since the pandemic began, the front doorstep had become a focal point of life. It was the place to chat to neighbours when you’d seen no one else all day, where you dropped off presents and cake for a loved one’s birthday, or delivered shopping for a neighbour that was isolating.
It had also been the place for emotional milestones such as the showing off of new babies and engagement rings to friends and relatives – the place for ‘beautiful moments’ during difficult times.
The doorstep is also intrinsically linked with Interflora and the florist delivery moment (and something that letterbox flower delivery competitors can’t own).
Our driving thought was that with International Women’s Day happening in the midst of a lockdown you might not be able to see or celebrate the important and inspirational women in your life the way you would want to, BUT Interflora can help you create a memorable doorstep moment to thank them and let them know how loved they are.
*We asked people to nominate that special woman in their life for a chance to win an Instragrammable doorstep makeover for them – capturing their moment of surprise and delight on video.
*We outreached to the media with the nominations story to help drive entries, as well as posts on social media and via customer email.
*Three lucky winners were selected and surprised with an amazing floral arch and bouquet
results
Media hits
The campaign 17 pieces of media coverage with links to the website to nominate
300 nominations
Activity drove over 300 nominations for inspirational women
600,000
Phenomenal social media reach
294,500
video views
Our Awards
Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…
amec Awards Winner
Excellence Awards Winner
PR moment.com awards winner
PR Week Top 150
Pride Awards Gold Winner
UK Social Media Communications Awards
Prolific North
Creative Moment
NDA 2023