As a grower, you can create the most beautiful flowers, but if the end consumer does not have the information and inspiration of how to use the flowers, your products will never become a success. That's why the Danish breeder Knud Jepsen a/s created an Instagram account for their Queen branded kalanchoes in 2014. They feed the consumers with inspiration, news, information and answer their questions every day. Now, they reached a milestone as they have over 10,000 followers.
"We are very proud of it", says Emilie Stærmose, Marketing manager at the company. In 2014, they created their account @queenflowersdk and according to Stærmose, the main advantage of Instagram is the direct contact with the consumers. "In our industry, it is unusual to market to the end consumer. However we would like to tell the whole world about our plants and flowers, especially our Queen CutFlowers that last for at least 3 weeks and the water remains clear. We inspire the followers with beautiful pictures, news, DIYs, tips, and give them useful information. It is fantastic to have the direct dialogue with the end users of our products, as they are the judges!”
And over the years, she has seen the activity from the consumers growing as well, expanding their followers base as a result. "The consumers comment, post pictures of their homes with our flowers, share their thoughts and tag us in pictures."
So far, they only marketed their Queen kalanchoes to the end consumers in Denmark, but they might change the language on Instagram into English in the future, as the brand is sold throughout Europe any way.
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Knud Jepsen a/s