In March, Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk launched the Trend Collection Spring/Summer 2022. While it still runs until the end of August, Flower Council Holland already asked market research agency Motivaction to research how consumers rate it. The main goal behind the Trend Collection is to stimulate the buying intent of consumers in Germany, France, the United Kingdom, and the Netherlands. And the campaign did just that.
Bright and breezy
The Trend Collection Spring/Summer 2022 revolves around the Bright and Breezy sector trend. It is characterized by colorful flowers and plants with a fresh aesthetic. They complement the sector trend, which displays powerful pastels and practical materials with a friendly look. Flowers and plants for this trend are, for example, the Oxeye Daisy, Freesia, Bougainvillea, and Columbine.
Campaign appreciation
Motivaction’s qualitative research looked into the appreciation and effect of The Trend Collection Spring/Summer 2022. They found that the campaign scored very high, obtaining an 8.2 on a scale of 1 to 10 from the Aesthetic Explorers target group. Compared to the 7.9 they awarded to previous Trend Collection campaign, Flower Council Holland is very pleased with this result. The campaign was appreciated best in France, where it received an 8.7.
The appreciation also shows in the increased buying intent. Of the Aesthetic Explorers in the four core countries, 82% indicate the campaign motivates them to buy flowers. For houseplants, this was 79% and for garden plants 77%. France again awarded the highest scores with rates of 96%, 93%, and 94% respectively. One respondent even added that “this campaign is of good quality. It is modern and original.”
Lookbook
Part of this campaign is the online lookbook. It shows all products from the Trend Collection, styled within the trend. Motivaction’s survey shows that it was well appreciated: Aesthetic Explorers awarded it a 7.9, while Status Seekers gave it a 7.3.
For more information
Flower Council of Holland
www.flowercouncil.co.uk