THE WORK
THE THINKING
Interflora were looking to create awareness during the busy Christmas shopping period that would give them brand exposure and acquire new email subscribers for ongoing communications.
SUMMARY
A visually stunning, simple yet effective Facebook competition to create brand awareness about the Interflora brand and promote their extensive range of Christmas gift ideas.
Case Study
CLIENT
InterfloraCAMPAIGN
Past & PresentsOBJECTIVES
- Brand/awareness as a consequence of having a promotion in market
- Promote Interflora’s extensive Christmas gift range
- Increase awareness of Interflora and subsequently drive future sales as a result
- Acquire sale customers at an acceptable cost per member compared to normal cost of acquisition
SUMMARY
A visually stunning, simple yet effective Facebook competition to create brand awareness about the Interflora brand and promote their extensive range of Christmas gift ideas.
BACKGROUND
Interflora were looking to create awareness campaign during the busy Christmas shopping period that would give them brand exposure and acquire new email subscribers for ongoing communications.
Traditionally, Interflora has been perceived as the luxury brand when it came to delivered flowers and wanted a light-hearted campaign that would position them as a fun and vibrant brand as well. On top of that, the campaign, which was their first Facebook campaign, would aim to engage and cement their social media presence, which at that stage was relatively new.
OBJECTIVES
- Brand/awareness as a consequence of having a promotion in market
- Promote Interflora’s extensive Christmas gift range
- Increase awareness of Interflora and subsequently drive future sales as a result
- Acquire sale customers at an acceptable cost per member compared to normal cost of acquisition
SOLUTION
The campaign was put to market with a simple yet effective and visually pleasing Facebook competition app with the ‘Past & Presents’ concept – a clever play on words that encouraged entrants to share their best or worst Christmas present.
The simple entry mechanic started by asking the entrant to ‘Like’ the Interflora Facebook page in order to enter the comp.
The entry page would require them to enter their details and also their 25 words or less answer to their best or worst Christmas present. A valid email address was a requirement to enter.
From there Interflora would choose and publish the winner of their daily prize valued at $200 each for the duration of the campaign.
The campaign was seeded to the existing Interflora email database, Facebook sponsored stories and as tactical inclusions, triggered entry confirmation emails.