Interflora
Interflora is the Danes preferred supplier of feelings and loving thoughts. Maybe because they help their customers sharing them in the right way.
The challenge
Interflora was experiencing a shift in branches – flowers and occasional gifts were increasingly being bought in supermarkets.
All in all, flowers were bought less often in flower shops – so the sale stood still.
Also, being understaffed on the traditional and known celebrations, so the “production devise” was not used in an optimal way and the sale was unevenly distributed over the year.
The solution
Brandhouse/Subsero repositioned Interflora and strengthened their position.
New brand films were created which resulted in a viral hit on YouTube as the film Odd Love reached almost two million views on YouTube.
A focus was created on increasing the sale and relevance amongst the consumers all year. Also, the concept was extended from just occasion flowers to gifts – this is how Interflora created a new position and a renewed relevance which got them into a bigger and more lucrative market in growth.
The result
Since we started the collaboration with Interflora the sale has gone up in a receding market characterized by a decrease in the total flower sale. Also, we have successfully managed to move the sale to other categories as chocolate, wine, and specialties.
To top it off, the different campaigns were tested to be some of Denmark’s best. They have been honored in different Danish and international award shows and one film has been seen more than 1.4 million times on YouTube – without any seedning at all. A 53 % increase in orders and an even bigger increase in turnover show that with their new position Interflora managed to have a strategic take on their challenges.
Interflora took advantage of the “assets” and created a new and stronger position in a wider market in growth.
Award winning films
