Flower Market Circular – Mother’s Day campaign wrap
12 May 2016
Happy Mother’s Day!
This year, the Melbourne Market Authority and Flowers Victoria joined forces to develop a Mother’s Day campaign to drive enquiry to local florists. The campaign continued the messages developed under the power of the flower banner with our key message “Nothing says I love you like flowers.”
Initial reports from growers and florists are positive, with strong sales reported.
This years Mother’s Day campaign focused on providing:
- Point of sale and digital material for florists to use;
- Social media advertising – to drive people to their find their local florist; and
- A competition – sharing flowers to all the mums out there.
Over 155 florists and greengrocers collected their Mother’s Day promotional pack from the pop-up stand at the Melbourne Market. With even more downloading the campaign elements online from www.poweroftheflower.com.au
To drive custom to florists, the sponsored advertising on Facebook generated good results over the 9 day campaign. Over 178,000 people were exposed to the Market Fresh “Nothing Says I love you” campaign, 2,391 taking action, generating 618 clicks through to “Find a local Florist” on the Market Fresh website. A good result overall.
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As part of our awareness campaign, Market Fresh held a competition on Facebook (Market Fresh) and Instagram (under Flowers Victoria). This competition asked members of the community to “Tell us what they love most about their mum”, like our page and share the competition. Over 28,000 local people were reached with the competition resulting in 1,215 reviewing the competition and 213 entries. Daily winners were awarded a floral arrangement delivered to their mum and one person won the major prize of overnight accommodation at The Olsen, in South Yarra, a $150 voucher to The Spooonbill restaurant and a floral arrangement delivered to their mum.
The following daily winners were had flowers sent to their mum’s:
- Emma Whitty
- Daisy Less
- Sophie Mae
- Stacey Taylor
- Sharna Conway
- Tammy Louise Hemming
- Lila Talevski
Major Prize Winner: Tanika Godfrey
Keep up to date and like MarketFresh Facebook page today!
A special thanks to Art Series Hotel Group for sponsoring the major prize.
To get the message out about fresh flowers for Mother’s Day, we hit the streets with FOX FM’s Hit Squad to delivery fresh flowers to the mum’s of Melbourne. On Friday 6th May over 20 bunches of tulips brought smiles to the faces of listeners.
Special thanks for TNB Tulips for their support and sponsoring the Hit Squad Flowers.
Tell us what you think of this year’s Mother’s Day campaign
for your change to win a $100 APACK Voucher!
Survey closes on Thursday,19 May at 3pm.