Trend Collection Spring/Summer 2021 evaluation: first results
This is how the target group appreciates the campaign
This Trend Collection campaign received an average score of 7.9, with France and the UK giving the highest score of 8. In Germany, the rating was 7.8, and the Netherlands lowered the average with a score of 6.9.
This research shows a particular positive influence on the buying intention in the UK: 78% of the respondents confirmed to be motivated to buy cut flowers after seeing this campaign. The buying intention for both indoor and outdoor plants was 80%.
Across the four countries, 76% of respondents said they liked the campaign, 64% found it personally relevant, and 77% credible. An impressive 85% of those surveyed on average across the four countries said the campaign was easy to understand. Again, responses from consumers surveyed in the UK and France 'scored' the highest.
Successful in inspiring the consumer
Originally the Trend Collections were developed to generate publicity in consumer media, what we wanted to achieve by organising spectacular PR events in addition to inspiring information about the trend and the products. The past 1,5 year has forced us to shift our focus for this campaign more directly to the consumer, what we did by developing a Lookbook and inspiring the consumer more directly. These Lookbooks, combined with an extensive social media strategy and influencer cooperation, have proven successful in inspiring the consumer. We will therefore mostly keep our focus directly on the consumer for the following Trend Collections as well.
The campaign in a nutshell
Do you want to participate?
Until September we will continue to inspire consumers with the beautiful products of this Trend Collection, both through social media and with our influencer collaborations. You can still use the material and product information of the Trend Collection Spring/Summer 2021 to inspire your customers as well! The overall evaluation will follow after the summer.
For more information about The Trend Collections, the campaign, and the evaluation, please contact UK Country Manager Chanel de Kock by email@example.com.