Flower Council link Flower Effect with NFD
We all know that flowers have a postive effect. They bring a smile to our faces and give us an energy boost and a positive state of mind. To make consumers aware of all the positive effects of flowers, the international ‘Flower Effect’ campaign is being launched at the end of May by the Flower Council of Holland with a different approach for each country.
UK link with National Florist Day
In the United Kingdom, the campaign will start around National Florist Day on 8 June. As a partner of this initiative, we are helping to draw attention to the flower sector and celebrate its creativity. Using various online and offline channels to generate awareness about the ‘Flower Effect’, we will be working with florists and influencers, who are creating content about their self-care routine with flowers. We will also be interviewing a psychologist about the positive mental and physical effects of flowers according to a national survey into the self-care rituals of different generations of British consumers. In addition, we will share personal stories from people who have made a career switch to become a florist in order to foster their personal well-being.
Activations in the Netherlands
In the Netherlands, we are working with the women’s magazines Libelle and Margriet. We will attend their annual event, namely the Libelle Margriet Summer Week, which attracts around 70,000 visitors. We will be organising flower arranging workshops under the direction of florist Florian Seyd from The Wunderkammer. To boost promotion, influencers will be taking part in the first morning workshop. We are also partly responsible for the flower decorations at the event. Finally, the magazines Libelle, Margriet and Flair are publishing online and offline advertorials about the ‘Flower Effect’.
German campaign focuses on ‘Treat yourself to flowers’
Scientific studies show that flowers bring joy, passion and serenity. Therefore, people who feel strongly about personal well-being, should regularly treat themselves to a lovely bouquet. That is the message we are spreading in Germany. By linking the effect of flowers to mental and physical well-being, we are responding to the growing need for self-care among various generations. Self-care, which means putting your personal well-being first by caring for yourself, is a popular topic, especially among Millennials and Gen-Z. Our campaign emphasises that treating yourself to flowers is also a form of self-care.
We are spreading the campaign through digital out-of-home and video advertisements on YouTube. We are also advertising on Facebook, Instagram and Pinterest with short, colourful images that inspire consumers to give themselves the gift of flowers more often. We are using our consumer platform Tollwasblumenmachen.de, to share more information about the effects of flowers. This is combined with creative and user-friendly ideas for flower arranging, so that the ‘Flower Effect’ can be experienced.
Study and PR activations in France
Under the heading ‘Flora Feel’, a study is carried out in France with the help of a few scientists into the effect of flowers on personal well-being. All participants, including a group of influencers, receive fresh flowers as part of the study. For an entire week, they then report regularly on their mental and physical well-being. We actively share the results of the study with various media in order to attract editorial attention to the Flower Effect. The participating influencers also create content about this and post it on their social media channels.
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