The Flower Council of Holland (FCH) inspired consumers to create a happy vibe at home with The Spring/Summer 2021 Trend Collection which was based on the Crazy Illusions style trend. Naturally, with plants and flowers in cheerful colours with distinctive shapes. As with previous editions of The Trend Collection, the media campaign also included an influencer campaign.
Use of influencers
FCH asked fifteen influencers to create inspirational content and generate interest amongst the target group. It involved editorial interiors and fashion content that fitted with their own content and brand style. This took place in the Netherlands, France, Germany, and the United Kingdom between March and September 2021.
Combined, the influencers created 89 posts on Instagram, with which they achieved 3.3 million impressions. In other words, 3.3 million people saw the content. This was 3% more than the target we had set. There were 599 responses to the posts - 100% positive. 40.2% of the posts were brand-related: they used Funnyhowflowersdothat.co.uk and/or The Trend Collection in the content. The engagement rate was 11.1%. Because half the influencers also published extra content for free, this increased the impressions by 612,000 to a total of 3.9 million. This significantly reduced the cost per paid post.
Results by country
- The four French influencers performed best. With nineteen posts they achieve 1.3 million impressions.
- In the United Kingdom, three influencers achieved a reach of 1.1 million impressions with 23 posts.
- Germany had a reach of over 935,000 with 24 posts from five influencers.
- In the Netherlands three influencers achieved 362,000 impressions with eighteen posts.
We also sought collaboration with two international trend accounts. These are less country-specific, but with many more trend-aware followers. These accounts published a total of five posts, reaching 320,000 consumers.
In view of the positive results of this and the preceding campaign, we are continuing the collaboration with influencers for The Trend Collection Autumn/Winter 2021. Follow the posts by searching for the hashtag #thetrendcollection on Instagram.
If you would like to know more about results, details and information about collaborations within The Trend Collection, please contact Campaign Manager Isabel Groot at email@example.com.