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Magical hydrangea 150-day challenge rolls out internationally
An average indoor hydrangea blooms about 60 to 80 days. The Magical indoor hydrangea lives up to its name and exceeds that period as it claims to have a blooming time of 150 days. In addition, the flower of the plant changes color during the season.
Winning hydrangea blooms 182 days
With the 150 days challenge, the houseplant became shining star of a social media campaign in the Netherlands in 2017. Sandra van der Knaap explains: "In order to strengthen the promise of 150 days of blooming time, we distributed 150 indoor hydrangeas in April to people who had registered for the challenge. In addition, there was also a competition for a prize. The person with the longest blooming hydrangea received a makeover in the 'Color your life' section of a Dutch home decoration TV program (Robs grote Tuinverbouwing). The winner of the challenge was Tonny van Leeuwen. Her hydrangea has been in bloom for 182 days! And it was very simple according to her. Only watering well and regular fertilizing was sufficient to achieve this result."
The conclusion was that the campaign was successful. The team of Magical was pleasantly surprised with the amount of reactions they received. "It was quite exciting for us," says Sandra. "It was the first time that we organized something like that. How is the response?" It turns out to be a win-win situation. "Consumers really enjoy to show their green fingers and for us it is fun to be kept informed about the blooming of the plants."
International
After the success it is not surprising that Magical will be repeating the campaign this year. "We have addressed last year’s improvement points and this year the campaign, in addition to the Netherlands, will be rolled out to Germany and Norway. Hereby we work together a lot with bloggers to increase awareness on social media. Participants can register for the challenge until the 15 of April."
"In addition, the challenge is also a nice tool for garden centers and florists to benefit from the campaign," says Sandra. "Garden centers can request posters viaour website. For example, they can organize their own challenge or use results from last year to make the USP (Unique Selling Proposition) of the Magical indoor Hydrangea known to shoppers."
Extensive assortment
Magical Hydrangea has achieved her greatest reputation as a garden plant. "In the garden, this very strong, color-changing hydrangea - recognizable by the blue pot - is a real eye catcher in the border or on the terrace. For three years, the Magical is also available as a houseplant in the pot sizes 14, 12 and 10.5 cm. Since this year also the Magicals 'on the trunk' have been added. The Magical hydrangeas are all plants with an extremely long blooming time, and have the strong color-changing quality."