On 21 September the Flower Council of Holland will be launching its new campaign: The Trend Collection Autumn/Winter 2020. This campaign will be going live in stages in Germany, France, the Netherlands and the United Kingdom. They will be informing international consumers, using a carefully refined campaign plan, through various channels and at various times
Important campaign plan pillars
The Trend Collection Autumn/Winter 2020 will be presented over a six month period. The Flower Council has developed a campaign plan for this with various focus points at different times. They will persuade consumers to get involved at home and use the flowers and plants from the collection. The campaign plan consists of: PR, media involvement, content, social media and the use of influencers.
There is a bespoke PR plan ready for each country. The Trend Collection will be highlighted to consumers, press, and online media in a unique way, from distinctive trend bouquets made by creators including the renowned florist Nue Paris and a 5D inner retreat treatment combined with a presentation of the collection through to inspirational press gift boxes for media.
Content & Social media
The Flower Council will be sharing inspiring content about the trend and the associated products on Thejoyofplants.co.uk and Funnyhowflowersdothat.co.uk and their sister platforms in Germany, France and the Netherlands. Obviously they will promote this content via Instagram, Facebook and Pinterest. They will also be producing a digital Look Book for this collection, which will be available on channels in all languages.
Within the campaign they will be working with the best-performing influencers from previous campaigns. In addition, they will be seeking out inspiring platforms to further raise awareness of the Inner Retreat trend and The Trend Collection.
The media campaign will start in the Netherlands and Germany on 19 October, and in France and the United Kingdom on 26 October. Extensive reach will be achieved through online media advertising, including Homepage takeovers, and the Flower Council will link through to the Look Book and the content on Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk.