WESTLAND, Netherlands: Research by marketing agency Motivaction found that the Flower Council of Holland’s spring campaign ‘We Need More Flowers’, rolled out in the Netherlands, Germany and United Kingdom in May, and in France in June 2022 was among the industry’s body most successful ones, fuelling a boom in cut flower sales.
The campaign comprised TV, online video and social media (Facebook and Instagram). TV raised the most awareness, particularly among French consumers.
Motivaction found that the level of appreciation for the campaign was at its highest since being launched in 2018. The Flower Council of Holland ‘s (which is the marketing our of the Dutch flower industry) most important target group, Aesthetic Explorers, gave the campaign a rating of 8.5 (compared to 8.1 in 2021).
Consumers are more interested in flowers – and in buying flowers – than ever before. The campaign prompted at least 77 per cent of Aesthetic Explorers to buy flowers. (2021: 65 per cent). This percentage was even as high as 91 per cent among British Aesthetic Explorers.
Buying intent for houseplants and outdoor plants increased in line with buying intent for flowers. Aesthetic Explorers’ buying intent increased to 68 per cent (houseplants) and 62 per cent (outdoor plants). Or as a French respondent put it: ‘Joyful. Craving for some more flowers or another small plant to brighten up my house a little more.’
In terms of memorability, the campaign was rated slightly higher (35 per cent) than previous editions (all below 30 per cent).
The 2021 campaign was supported by a 10-second TV commercial. This year we opted for a 20-second commercial, which proved to be a wise choice, as the clarity of our message for the target group rose from 91 per cent in 2021 to 97 per cent in 2022.
The Status Seekers target group also appreciated the campaign, giving it a great rating of 7.3, just as it did in 2021.
On average, young people aged 18-35 were the ones who felt most inspired to buy flowers after seeing the campaign.