Launching the Great British Bloom Off with Interflora

Consumer PR Objective

Consumer PR client Interflora wanted an Instagram-first 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.

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

Consumer PR Strategy

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

*Communication of a brand USP, emphasising a Interflora’s network of artisan florists on the high street creating beautiful hand-tied bouquets — not warehouses packing stems in packaging for letterboxes

*Creation 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

*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

Results & Evaluation

The Great British Bloom Off had the following results:
*9.4million overall impressions
*3.8million three-second video views
*946,000 total thruplays
*300,000 Instagram Stories impressions
*31,922 additional Reels views and impressions through judges’ pages