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Bringing flowers to a country full of flowers

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We do not think of Italy as a country in need of flowers or plants so we were surprised to see our colleagues in Milan running a campaign on Facebook around importing Dutch pot plants. Their "plant of the month" idea generated quite a buzz.

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Bringing flowers to a country full of flowers

  1. 1. Bringing flowers to Italy –an integrated PR and social media campaign ECCO Italy / ad Mirabilia
  2. 2. Plant of the Month: integrated PR activity 2
  3. 3. Plant of the Month: integrated PR activityIntroduction: 2
  4. 4. Plant of the Month: integrated PR activityIntroduction:• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers and encourages the sale of plants from the Netherlands both at home and abroad. 2
  5. 5. Plant of the Month: integrated PR activityIntroduction:• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers and encourages the sale of plants from the Netherlands both at home and abroad.• The 2011/2012 PR Plan’s main focus has been on pot plants. Each month they picked on a specific pot plant focusing on their individual qualities and the benefits they bring with having them in the home and garden 2
  6. 6. Plant of the Month: integrated PR activityIntroduction:• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers and encourages the sale of plants from the Netherlands both at home and abroad.• The 2011/2012 PR Plan’s main focus has been on pot plants. Each month they picked on a specific pot plant focusing on their individual qualities and the benefits they bring with having them in the home and garden• The main goal was to improve Italian consumers’ knowledge of how to care for different plants, encourage people to see plants from a new perspective and enjoy their ‘Green Relationship’. 2
  7. 7. Plant of the Month integrated PR activity:Social Media development 41
  8. 8. Plant of the Month integrated PR activity:Social Media developmentChallenge: 41
  9. 9. Plant of the Month integrated PR activity:Social Media developmentChallenge:To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, onSocial Media Channels with the support of offline events, co-marketing and Guerrilla activities.Facebook was identified as the most suitable social media platform for triggering engagement andcreating a positive buzz around our theme (connecting people & plants). The new Facebook page “Lepiante donano gioia” (the joy of plants) was created with the following main objectives: 41
  10. 10. Plant of the Month integrated PR activity:Social Media developmentChallenge:To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, onSocial Media Channels with the support of offline events, co-marketing and Guerrilla activities.Facebook was identified as the most suitable social media platform for triggering engagement andcreating a positive buzz around our theme (connecting people & plants). The new Facebook page “Lepiante donano gioia” (the joy of plants) was created with the following main objectives:  Create social engagement and users participation around themes of interest for FCH and for the identified consumer target 41
  11. 11. Plant of the Month integrated PR activity:Social Media developmentChallenge:To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, onSocial Media Channels with the support of offline events, co-marketing and Guerrilla activities.Facebook was identified as the most suitable social media platform for triggering engagement andcreating a positive buzz around our theme (connecting people & plants). The new Facebook page “Lepiante donano gioia” (the joy of plants) was created with the following main objectives:  Create social engagement and users participation around themes of interest for FCH and for the identified consumer target  Use the platform as a tool to strengthen web visibility on FCH events/news and activities. 41
  12. 12. Plant of the Month integrated PR activity:Social Media developmentChallenge:To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, onSocial Media Channels with the support of offline events, co-marketing and Guerrilla activities.Facebook was identified as the most suitable social media platform for triggering engagement andcreating a positive buzz around our theme (connecting people & plants). The new Facebook page “Lepiante donano gioia” (the joy of plants) was created with the following main objectives:  Create social engagement and users participation around themes of interest for FCH and for the identified consumer target  Use the platform as a tool to strengthen web visibility on FCH events/news and activities.  Increase traffic to the official Flower Council consumer oriented website lepiantedonanogioia.it 41
  13. 13. Plant of the Month integrated PR activity:Social Media developmentChallenge:To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, onSocial Media Channels with the support of offline events, co-marketing and Guerrilla activities.Facebook was identified as the most suitable social media platform for triggering engagement andcreating a positive buzz around our theme (connecting people & plants). The new Facebook page “Lepiante donano gioia” (the joy of plants) was created with the following main objectives:  Create social engagement and users participation around themes of interest for FCH and for the identified consumer target  Use the platform as a tool to strengthen web visibility on FCH events/news and activities.  Increase traffic to the official Flower Council consumer oriented website lepiantedonanogioia.it 41
  14. 14. Plant of the Month Facebook Page
  15. 15. Plant of the Month Facebook PageSolutions
  16. 16. Plant of the Month Facebook PageSolutions Facebook on going page maintenance
  17. 17. Plant of the Month Facebook PageSolutions Facebook on going page maintenance Drafting of monthly editorial plan including focus on individual plants of the month, with info on plant care and main characteristics, posts on specific events and other press office activities, sharing of interesting online press publications and/or press clippings.
  18. 18. Plant of the Month Facebook PageSolutions Facebook on going page maintenance Drafting of monthly editorial plan including focus on individual plants of the month, with info on plant care and main characteristics, posts on specific events and other press office activities, sharing of interesting online press publications and/or press clippings. Community management and daily page administration
  19. 19. Plant of the Month Facebook PageSolutions Facebook on going page maintenance Drafting of monthly editorial plan including focus on individual plants of the month, with info on plant care and main characteristics, posts on specific events and other press office activities, sharing of interesting online press publications and/or press clippings. Community management and daily page administration Provide a detailed Monthly Reporting on fluctuation of fan numbers, engagement level, number, frequency and type of comments
  20. 20. Plant of the Month: Facebook Page
  21. 21. Plant of the Month: Facebook PageSolutions
  22. 22. Plant of the Month: Facebook PageSolutionsAdditional activities aimed at keeping high levels of fan interest and increase the fanbase
  23. 23. Plant of the Month: Facebook PageSolutionsAdditional activities aimed at keeping high levels of fan interest and increase the fanbase1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’ questions on botanical issues directly on the page and develop specific editorial focus on the plant of the month
  24. 24. Plant of the Month: Facebook PageSolutionsAdditional activities aimed at keeping high levels of fan interest and increase the fanbase1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’ questions on botanical issues directly on the page and develop specific editorial focus on the plant of the month2. Co-Marketing activities aimed at opportunities to raise awareness
  25. 25. Plant of the Month: Facebook PageSolutionsAdditional activities aimed at keeping high levels of fan interest and increase the fanbase1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’ questions on botanical issues directly on the page and develop specific editorial focus on the plant of the month2. Co-Marketing activities aimed at opportunities to raise awareness3. Development of off line events to establish a direct connection between consumers and the on line social network environment
  26. 26. Plant of the Month: Facebook PageSolutionsAdditional activities aimed at keeping high levels of fan interest and increase the fanbase1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’ questions on botanical issues directly on the page and develop specific editorial focus on the plant of the month2. Co-Marketing activities aimed at opportunities to raise awareness3. Development of off line events to establish a direct connection between consumers and the on line social network environment1. Development of facebook advertising campaign ads and on line contest
  27. 27. Plant of the Month Facebook Page Results: TOT number OF green expert POSTS: 25 TOTAL ENGAGEMENT LEVEL (sharing, comments, likes): 175 ??.??.??
  28. 28. Plant of the Month Facebook PageSolutions Results: TOT number OF green expert POSTS: 25 TOTAL ENGAGEMENT LEVEL (sharing, comments, likes): 175 ??.??.??
  29. 29. Plant of the Month Facebook PageSolutions1. Live Blogging: One month after the new page launch, we planned a dedicated Live intervention day by a green expert on the FB page dedicated to the pot plant of the month. The green blogger researched various news and curiosities about the plant and posted them following an editorial plan created in collaboration with the agency. A special downloadable greeting card designed by the blogger was also published and was available for download to all Facebook fans. Results: TOT number OF green expert POSTS: 25 TOTAL ENGAGEMENT LEVEL (sharing, comments, likes): 175 ??.??.??
  30. 30. Plant of the Month Facebook PageSolutions1. Live Blogging: One month after the new page launch, we planned a dedicated Live intervention day by a green expert on the FB page dedicated to the pot plant of the month. The green blogger researched various news and curiosities about the plant and posted them following an editorial plan created in collaboration with the agency. A special downloadable greeting card designed by the blogger was also published and was available for download to all Facebook fans. Results: TOT number OF green expert POSTS: 25 TOTAL ENGAGEMENT LEVEL (sharing, comments, likes): 175 ??.??.??
  31. 31. Plant of the Month: Facebook Page Results: More than 200 uploaded pictures and new fans obtained
  32. 32. Plant of the Month: Facebook PageSolutions Results: More than 200 uploaded pictures and new fans obtained
  33. 33. Plant of the Month: Facebook PageSolutions2. Co-Marketing activities aimed at increasing awareness of plant of the month Results: More than 200 uploaded pictures and new fans obtained
  34. 34. Plant of the Month: Facebook PageSolutions2. Co-Marketing activities aimed at increasing awareness of plant of the monthIn order to grow fan numbers a special In Store event with an accessory brand Camomilla Milano wasorganised. A special shop window with a display of Roses was set up: inside the shop, customerswere able to have their picture taken by a professional photographer with their small rose plant donatedas a gift. The pictures were uploaded directly on the facebook page, from where customers coulddownload their picture directly. Results: More than 200 uploaded pictures and new fans obtained
  35. 35. Plant of the Month: Facebook PageSolutions2. Co-Marketing activities aimed at increasing awareness of plant of the monthIn order to grow fan numbers a special In Store event with an accessory brand Camomilla Milano wasorganised. A special shop window with a display of Roses was set up: inside the shop, customerswere able to have their picture taken by a professional photographer with their small rose plant donatedas a gift. The pictures were uploaded directly on the facebook page, from where customers coulddownload their picture directly. Results: More than 200 uploaded pictures and new fans obtained
  36. 36. Plant of the Month Facebook Page Total passage of people: around 190.000
  37. 37. Plant of the Month Facebook PageSolutions Total passage of people: around 190.000
  38. 38. Plant of the Month Facebook PageSolutions3. Off line Guerilla Events: Metro Therapy Total passage of people: around 190.000
  39. 39. Plant of the Month Facebook PageSolutions3. Off line Guerilla Events: Metro TherapyIn the middle of a chaotic work day we offered a Metro Therapy session, with the help of plants, toall tube passengers. A special ‘Poinsettia’s living room’ was placed right at the entrance of two main citytube stations. Everyone who visited received a gift of a small Poinsettia with a special message inthe card which said “I’m your plant, take me with you!” and with instructions for downloadingtheir photo on the Facebook page. Total passage of people: around 190.000
  40. 40. Plant of the Month Facebook Page THE METRO THERAPY MADE PEOPLE FEEL BETTER! more than 1.000 pictures taken!
  41. 41. Plant of the Month Facebook PageResults THE METRO THERAPY MADE PEOPLE FEEL BETTER! more than 1.000 pictures taken!
  42. 42. Plant of the Month Facebook PageResults2. Off line Guerilla Events: Metro Therapy THE METRO THERAPY MADE PEOPLE FEEL BETTER! more than 1.000 pictures taken!
  43. 43. Plant of the Month Facebook PageResults2. Off line Guerilla Events: Metro TherapyThe pictures of the event were uploaded as an album on the Facebook page and a special FlickrFCH dedicated album was also created. Guerrilla Visitors could easily find their photos through directFacebook and Flickr links, tag it, share it and download it. THE METRO THERAPY MADE PEOPLE FEEL BETTER! more than 1.000 pictures taken!
  44. 44. Plant of the Month Facebook PageSolutions4. Contest and Facebook ads campaign for “Grandparents’ day” initiativeThe national celebration of Grandparents’ day is part of the programmed annual activities by the FlowerCouncil of Holland: FCH’s aim is to promote plants as the ideal gift for grandparents. In order to developthe PR plan, we used the facebook page ‘le piante donano gioia’ as a crucial tool to support theintegrated activity, which included:1) Creation of a contest/survey (in collaboration with a research institute) hosted on festadeinonni.it website2) Promotion of the contest/survey on facebook with the creation of a especially created tab linking to the main website3) Set up of facebook ads campaign (around 3 weeks) promoting the contest and inviting users to become fans4) Organization of two off line family events to celebrate grandparents day and promote the contest off line
  45. 45. Plant of the Month Facebook PageResultsMore than 16,000 unique visitors to the website and 10,000 contest registrationsFacebook tab website
  46. 46. Plant of the Month Facebook PageResultsFacebook fans went from around 400 to more than 12,000 in less than a month with a highlevel of fan engagement and participation
  47. 47. Plant of the Month Facebook PageResultsMore than 1,500 people participated in the family events with around 500 pictures takenand uploaded on facebook
  48. 48. You want to know more? Please contact us Kathryn Bishop Phone +44 2070893695 kathryn@ecco-network.comECCO International Public Relations Ltd. 156 Bermondsey Street London SE1 3TQ United Kingdom

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