Campaign successful thanks to fruitful collaboration
Collaborating floriculture organisations launched the international campaign ‘Fill the distance with beauty’ in September. This campaign was designed to create a buying impulse to somewhat offset the big losses suffered in the early months of the Coronavirus pandemic. The campaign has now ended and has been evaluated. Here is a summary of the results.
Fill the distance with beauty was rated highly during these exceptional times. Of all respondents from the main target group, 73% said they found the campaign personally relevant and 83% described it as attractive. They gave the campaign a rating of 7.8. This was the average figure across the four participating countries: in the United Kingdom it actually achieved 8.5! The PR activities such as the Flowers and Plants Bicycle Drive-Thru and a cinema packed with plants also contributed to these pleasing results.
Intention to buy flowers and plants
The most important goal for all our campaigns is the intention to buy: we want the consumer to be more willing to buy flowers and plants after seeing the campaign. 65% of the most important target group felt encouraged to buy more flowers, 62% intended to buy more houseplants, and 57% intended to buy more garden plants.
The campaign is an excellent example of collaboration and funding by the floriculture sector. ‘Fill the distance with beauty’ was made possible by:
The campaign was coordinated by the Flower Council of Holland.
Want to find out more?
For more information about the evaluation of ‘Fill the distance with beauty’ please contact Chanel de Kock, country manager UK at: firstname.lastname@example.org.