" It has been a successful cause for all participant . We learned a fortune and will do it even better next clock time , " pronounce Semia Dunne , Chief Executive and creative director at SEMIA Studio , the flowered life style partition of floral design enterprise SEMIA . In April , Semia Studio and White Flower Farm greenhouse , launched their ' give thanks you , Mom ' cause in celebration of Mother ’s Day . This initiative , preponderantly driven through social media channels , draw a bead on to express gratitude to mother and caregivers for their support and tenderness . Semia and Liz Murphy , fountainhead of merchandising at Semia , reflect on this campaign that was predominantly drive through societal media channels . In this article they give some penetration into the consequence , and the experience that will inspire the next cause .
Semia Dunne
" Fun , fresh , and current"Semia Studio and White Flower Farm decided to take their joint marketing efforts a step further to pull a fresh demographic : " We were looking to expose the stain to a wide-eyed demographic and new categories , include Gen Z , " Semia explained . " White Flower Farm is a phratry - have mail service - order nursery and garden company which has grown a declamatory and loyal client stand primarily via its successful catalogue and email merchandising strategies . Our company have had a marvellous partnership for a number of year , but this was our first concluded joint selling try . "
" To appeal raw audience we worked with the team at White Flower Farm to brainstorm a run that would feel fun , impertinent , and current . " Liz observe . " For this reason , we opted for a societal medium drive . The safari was launch shortly before the Mother ’s Day season , as it is one of the in use times in the floriculture manufacture . "
She elaborates : " As the campaign was primarily driven through social medium , the selling squad pass a considerable amount of time establishing partnerships with influencers : We focalise on a number of content category admit floral , garden - conception , home - pattern , real - the three estates , and mommy influencers . Outside of these core targets we tested the movement with a few Gen Z capacity creators . In the close we worked with nine influencers . It ’s not loose to notice the right influencers , and it can be backbreaking to reach them when you do . However , when they see a movement that they find really resonates with their trade name , it ’s a perfect fit . This was the case in our partnership with U.S. Paralympic track and field jock , Noelle Lambert . She loved the campaign and the idea to use flower to express her gratitude to her female parent for all of her support . "
apart from this attention to social medium , the political campaign also involved the launching of new flowered designs . Semia say : " We modernise some raw design to bring a fresh perspective on the placement . We changed color palettes , and tried substitute bouquet composition . As an example , we marketed a sweetness dwell of Ranunculus only , in place of a unify - corsage . In addition , we included Expression Roses in our Mother ’s Day assortment . "
An impression of the floral designs
Successes and lessons learnedAccording to Semia , the military campaign was a positive experience : " It has been a successful safari for all participants . It ’s really fun to watch how it unfolded , what all the effort interpret into . We managed to drive many new client to our products and stigma , both to that of White Flower Farm and Semia . " Liz share some statistic to illustrate the campaign ’s range , say : " During the campaign , the full Instagram following among our influencer partners was more than 2 million . The campaign ran from April 22nd through Mother ’s Day , and in this time flow our partner participated with more than 35 social actions , including posts , reels , and stories . "
Yet , Semia and Liz point out that even though the overall resolution was a positive one , there is always room for improvement . For instance , when it come to the commencement date of the drive . " We could have start four weeks sooner ; repetition is primal among potential newfangled customer . That ’s one braggart take away . We also learned a lot about working with influencers – who ’s a fit for this kind of campaign and who is not . We depend onward to next year and are also thinking of launching a campaign for other great indue moments . "
Semia already has a clear idea on what this military campaign should be about , she says : " The essence of this campaign was about spreading joyousness . For me that ’s what it ’s all about . Next time , we also want to focalize on the emotional aspect of flowers . In other words , well - being : how they make you palpate , and how it puddle others finger when they get them . "
For more information : SEMIA Studiowww.flowersbysemia.com
White Flower Farmwww.whiteflowerfarm.com
