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Flower Council reveal results of key consumer plant campaigns

Aiming to promote and increase plant sales across Europe through creative consumer-facing PR and marketing methods, the Flower Council of Holland have recently shared their latest campaign results following two initiatives focussed on houseplants.

 

British journalist taken on plant tour

Jane Perrone is a freelance writer working for The Guardian, The Financial Times and Gardens Illustrated among others; a presenter and producer of indoor gardening podcast On The Ledge. Last November, the Flower Council invited Jane on a field trip to the Netherlands where she visited the Royal FloraHolland Trade Fair and nurseries in the Aalsmeer area. Jane saw greenhouses so vast some took a few hours to move through, filled with plants nurtured by passionate growers including some varieties not yet available in the UK.

Jane toured these Dutch growers with a camera in tow, so the video below was created to share her journey. In it, Jane talks us through how her passion for houseplants started, and shares some of her top tips on how to take the best care of our plants and help them grow. The Flower Council will use this content to inspire, educate, and deepen the appreciation of houseplants with their audience.

You can read the follow-up article on the Flower Council’s consumer plant platform, thejoyofplants.co.uk. You can listen to Jane’s highlights and interviews with growers in an episode of her podcast, On The Ledge. 

The following growers welcomed Jane into their nurseries:
Kwekerij De Amstel - who specialise in tropical plants
Ubink - third generation growers who specialise in cacti and succulents
Vireõ plants - who specialise in tropical plants and Hedera

 

Results of Thanks Plants! Campaign

The Thanks Plants! campaign was rolled out in autumn 2018 across four countries, through florists as well as TV and online advertising. Its aim was to entice audiences using botanical themes and tempt them into buying more houseplants. Results showed the intended target group gave the campaign a rating of 7.6, and 71% of that target group also felt encouraged to go and buy plants. Neuro research (a study using MRI scans of the brain) by Neurensics also showed that consumers greatly appreciated the campaign message – that plants make your house a home.

In the United Kingdom, Germany and France the message was communicated using digital out of home and the campaign was also conducted with commercials on YouTube, with InstaStories and Instagram posts, and with advertisements on Facebook and other websites. Articles about health and plants appeared on thejoyofplants.co.uk and its equivalents in other countries. In the Netherlands, a successful PR kick-off took place with a Plant Bathing Studio and a shopper activation was run involving free magazines given out for every €20 spent on houseplants. Florists could also give customers a discount voucher for a future purchase. 500 florists participated, each receiving an extensive pack of POS material.



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TOM-BROWN

fleurametz