Pioneering independent online florist, Serenata Flowers, asked us to help raise summer brand awareness amongst 40-something women in a way that brought to life its happiness delivered motto.
Following our poll of 2,000 British mums which found that school summer holidays tops the bill as the most stressful experience for mums, over and above fighting kids, household bills, going to the dentist, and even buying a house, with the 24th of August aka #Worn-outWednesday predicted to be the most depressing day of the summer holidays for parents, as exhaustion and stress levels hit their peak; we got to work helping weary mums (and dads!) survive the summer holiday blues courtesy of Serenata Flowers.
In the run up to the most stressful week of the year for parents we launched the ‘Serenata Flowers Summer Blues Hotline’ where on-the-edge mums and caregivers could dial the freephone hotline and listen to a selection of pre-recorded content from amazing mummy comedian Victoria Emes, for a light dose of comedic relief, to help parents-in-need across the country. For an extra happiness hit, dozens of callers at selected at random received a a free #BloomsforBlues bouquet from Serenata Flowers, because parents need pick-me-ups too.
And the hotline went down a storm with media, influencers and parents alike:
- The team landed a whole host of coverage including the Daily Mirror, The Sun and HELLO! magazine, with a total estimated reach of 112m, with 100% of coverage mentioning or linking through to the Serenata Flowers website
- Had hundreds of callers to the hotline in the week it was open
- With social content by our comedian Victoria Emes having 57k organic views and 1.3k engagements
- 100% of mummy influencers who received a media drop which including Serenata Flowers and news of the Summer Blues Hotline created organic social content, with a total estimated reach of 476k, with all content featuring the campaign hashtag and tagged Serenata Flowers Insta handle
- 0 M Media reach
- 0 K Organic views
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