Collaborating floriculture organisations launched the international campaign ‘Fill the distance with beauty’ in September. This campaign was designed to create a buying impulse to somewhat offset the big losses suffered in the early months of the Coronavirus pandemic. The campaign has now ended and has been evaluated. Here is a summary of the results.
High ratings
Fill the distance with beauty was rated highly during these exceptional times. Of all respondents from the main target group, 73% said they found the campaign personally relevant and 83% described it as attractive. They gave the campaign a rating of 7.8. This was the average figure across the four participating countries: in the United Kingdom it actually achieved 8.5. The PR activities such as the Flowers and Plants Bicycle Drive-Thru and a cinema packed with plants also contributed to these pleasing results.
Intention to buy flowers and plants
The most important goal for all campaigns is the intention to buy: the idea is that the consumer will be more willing to buy flowers and plants after seeing the campaign. 65% of the most important target group felt encouraged to buy more flowers, 62% intended to buy more houseplants, and 57% intended to buy more garden plants.
Fruitful collaboration
The campaign is an example of collaboration and funding by the floriculture sector. ‘Fill the distance with beauty’ was made possible by:
The campaign was coordinated by the Flower Council of Holland.
For more information:
Flower Council of Holland
www.flowercouncil.co.uk
