Success for the Flower Council of Holland
FCH targets today's 'hyper' connected world over 100 million adults reached in one campaign alone
facts about a changing world - there are nearly 7 billion of us on the planet, over
30% of the world’s population are on the internet, and within 4 years it is
estimated that worldwide there will be 15 billion internet-connected mobile
telephones in use. So it
is no surprise that the new Flower Council of Holland strategy to encourage
people to buy more cut flowers and houseplants also focuses on what is
optimistically called new or social media. In the UK the FCH are focusing much of their
innovative PR initiatives on reaching the estimated 18 million adults who are
on the net virtually every day.
the net addicts into flowers and plants and the sales uplift could be massive. But
don’t forget the traditional media either as they are increasingly loving
flowers, as we have seen with the recent Orchid and Lily campaigns.
Orchids really are fashionable
as a ‘living fashion accessory’, Orchids have made a very hip splash in the
last 9 months starting last year with the “baptism” of the Cheryl Cole Orchid
that featured on TV and the Style media.
was swiftly followed up with Orchids taking a leading role at London Fashion Week
where they were picked up in Tweets by leading fashion influencers at the Observer,
Independent and the Evening Standard. As
well as Elle, Vogue, Harpers Bazaar, Instyle Wallpaper and a multitude of
online media and bloggers. No
laurel resting here as Easter saw a link up with hot bridal lingerie outfit
Boux Avenue – we’ll never know if Kate was wearing one of their creations –
that was promoted online in
Cosmopolitan, Instyle, Look, Youandyourwedding as well as in Celebs on Sunday.
Lily the Lily
To celebrate Lily Allen’s recent marriage a portrait of her created from 1,800 Asiatics was created and promoted through the online and traditional media. This really illustrates the power of online media – over 100 million internet viewers of OK, The Telegraph, The Mail and MSN would have seen this. That’s 3 times as many adults as there in the UK!