"As a British brand ourselves, working with Boden was a no-brainer. We both believe in brands as lifestyle experiences, and as e-commerce businesses it’s important to find genuine, engaging opportunities to not only speak to but have customers experience your brand. With so many brands focusing on London, we wanted to go further afield to some major hubs like Bristol and Birmingham. We teamed up with Boden to tour the UK to bring consumers petal power – both real blooms and ones for their wardrobe.
"The campaign was truly multi-channel from the collaborative bouquet we created, to social media and a bus touring our chosen cities. We engaged our customers on social, email and in our delivery boxes with content about the collaboration and the tour. Physically, our bus toured five cities offering experiences like floristry workshops and trying on Boden’s spring collection, as well as incentives to get online to engage socially and shop. With thousands of visitors across the week, we engaged loyalists and created new ones.
"Across our social channels (not including Boden) we had more than 39m impressions and a jump in social growth – 15% above our average growth rate – as well as a jump in engagement rate across our channels. The ‘Johnnie bunch’, our collaborative bouquet with Boden, sold brilliantly and sold out days before Mother's Day. On the tour, 300 bouquets were created in workshops, from a mix of our most engaged customers and some new folks who hadn’t heard of us before."
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