Written by
Sanne Sips
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In the run-up to Valentine’s Day, we strongly focused on flower promotion in the Netherlands, Germany, the United Kingdom and France. PR played an important role in this effort. Through press dossiers, media collaborations, consumer research and influencer marketing, we highlighted the emotional value of flowers. Below we share the key PR results per country.
The Netherlands
In the Netherlands, the press dossier 'Flowers Instead of Words' was widely picked up by the media. This resulted in 15 publications with a combined reach of 4 million people. In addition, several collaborations took place, including with SBS6, where rose nursery Marjoland was featured in the television programme 'De Grote Tuinverbouwing'.
During this period, the 'Hier groeit iets moois-consumer video' featuring rose grower Porta Nova was also promoted. Marc Eijsackers, Marketing Manager at Porta Nova, was additionally interviewed by De Telegraaf (a Dutch newspaper) — and even made the front page.
Influencers also contributed to the reach. The four Dutch creators together reached 300,427 people. Their posts generated nearly 10,000 engagements (likes, comments and shares).
Germany
In Germany, a press dossier was also distributed. This resulted in 29 publications with a combined reach of 13 million people. The two German influencers reached a total of 249,151 people. Their posts generated more than 7,000 engagements, demonstrating that the topic also resonated well with audiences online.
United Kingdom
In the United Kingdom, our PR approach resulted in 34 publications with a reach of more than 17 million people.
Consumer research played a key role. The research explored the uncertainty consumers experience when buying flowers and the importance of “getting it right” on Valentine’s Day. This research was used in almost all publications.
The impact was significant:
- In 82% of the publications, links were included directing readers to the PFFH website
- In 100% of the publications, PFFH was quoted
The tutorial video on creating an affordable Valentine’s bouquet was used or shared in 85% of the publications.
Influencers also made a strong contribution to the reach. The two UK influencers reached a combined audience of 871,674 people. Their posts generated nearly 43,000 engagements.
France
A press dossier was also distributed in France. This resulted in 10 publications with a combined reach of more than 31 million people.
There was also visibility on French national television. 'Flowers for Valentine’s Day' was featured in the programme Télématin on France 2 and Bonjour! on TF1.
An additional boost came from a partnership with Le Media Positif, a news platform with 2 million followers. They produced and shared a video featuring street interviews in which consumers talked about what flowers mean to them. The video was widely shared and achieved nearly 500,000 views.
Influencers also contributed to the reach here. The two French creators reached a combined audience of 533,000 people and their content generated more than 11,400 engagements.
These results show that PR is a powerful way not only to increase the visibility of flowers, but also to share the story and emotional value behind them.
Curious about all our Valentine’s Day activities? Click here.
