The Brief:

• The brand team at Interflora approached us to produce a suite of social media films for the new Instagram TV platform. Being responsive to the new format we worked in close collaboration with the team to produce video content that was relevant to their audience, all centred around the theme of mindfulness.

• The aim was to form a connection between the Interflora brand and their audience – creating an authentic community. 

The Campaign Objectives were:

• Reach a wider audience aged 24-35, who hadn’t interacted with Interflora on social platforms before
• Create a suite of films with a bespoke creative for the new vertical format
• Produce impactful pieces of content that engages with the community and creates discussion points
• Increase reach and interactions on social media posts

The Outcome:

• Filmed over a couple of days we produced 9 films around on-trend activities that aid mindfulness; for example; yoga, decluttering, flower arranging and garden therapy. As a piece of branded content, the action of the campaign was not to drive sales of flowers.

• The campaign’s success in terms of the video metrics on social media was outweighed by the engagement in the comment section.

• For Interfloras’ brand team, the reach and number of views was great – but the fact that people were opening up and talking about their own experiences with mental health and mindfulness was amazing. There was a level of openness and connection with the audience that hadn’t been seen previously on any other piece of content.

• 23,000 + Views across all platforms 
• 1,400 + Engagements across all platforms 

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