Creative social media content case study: Interflora’s Great British Bloom Off

“Great British Bloom Off is the best thing we’ve ever done, certainly on my watch” 

Beth Day Interflora Head of Content

Creative social media content objective

Global flower delivery giant Interflora recognised its need to be more relevant and appealing to a younger audience. It knew creative social media content could be the answer and wanted a focus on Instagram content.

The brand wanted Smoking Gun to:

*Increase Instagram acquisition
*Boost brand loyalty
*Engage younger consumers without alienating older established audiences
*Shift public perception of the brand as old-fashioned, as per in-house research

Social media content strategy

In line with the client we developed an Instagram-first creative social media content campaign for its Florist Choice product, which enables the company’s network of florists to create unique bouquets for online customers based on whatever ‘fresh stems of the day’ are available.

Channeling our social media expertise we came up with an IGTV series; The Great British Bloom Off

A battle of the blooms, what we did

*Development of framework and format for a new Instagram video series on IGTV, with different florists competing in four weekly stages showcasing their unique skills and personalities via social media content

*Introduced a People’s Choice mechanic, allowing social media audiences to engage and vote for their favourite florists after each weekly episode

*Enlisted ‘Florist to the Stars’ Simon Lycett, interiors expert and influencer Eva Sonaike, and leading floral consultant Karen Barnes as influencers, judges and faces of the show

*Handled all filming and logistics — which took place over a single day — including photography for more creative content

Ready, Set, Bloom! The Results

The Great British Bloom Off had the following social media content results as well as garnering industry awards and more importantly this comment from the brand’s head of content:

See more of our creative PR campaigns for Interflora.

Read more about our influencer marketing agency approach.

Talk To Us :

If you need help developing strategic and creative content, talk to us now on 0161 839 1986 or email createingenious(at)