Challenge – Promoting local florists as the go-to source for buying flowers, while educating consumers on the emotional benefits of flowers across traditional and social media.
Strategy – On behalf of the Society of American Florists, Ogilvy conceptualized and implemented a campaign in response to new data showing the positive emotional benefits of flowers. Who knew that 88% of Americans reported that giving flowers makes them feel happy? With this data in mind, The Petal It Forward team partnered with local florists, assembled a street team and hit the streets of New York to spread happiness the best way they know how, with flowers. 4,000 bouquets were given to 2,000 lucky people. One bouquet was his or hers to keep and another one was to share with someone who needed a lift. Those who received a bouquet were asked to share their flowers across social media using the hashtag #PetalItForward.
Results – The Petal It Forward movement spread to more than 44 cities in 27 states and in a period of 24 hours. News outlets nationwide covered the event, resulting in more than 200 million traditional media impressions and more than 1.1 million social media impressions.