Mother's Day: Extensive Media Coverage and Millions of Touchpoints

Mother's Day for all mothers

Mother's Day has long been one of the most important gifting occasions for flowers. Our international research confirmed what many already sensed: Mother's Day extends beyond the traditional mother. This year, all types of mother figures took centre stage, under the theme Mother's Day for all mothers.

Oversized bouquets that made an impact

To bring that message to life, we placed 3-metre-tall bouquets at busy locations across the Netherlands and Germany. The mix of flowers symbolised the diversity of mothers. A bouquet was also placed at a cemetery to honour mothers who have passed away, and new mothers on the maternity ward of Rivierenland hospital received a giant bouquet.

In the media

Dutch magazine Vriendin published two personal stories from different types of mothers. And in the Dutch television programme De Grote Tuinverbouwing (SBS6), presenter Ivo Putman visited peony grower Koos Haket.

In store

Together with VBW, Plantion and Tuinbranche Nederland, we extended the campaign to retail. Over 300 Dutch florists and garden centres received promotional materials and gave consumers an XXL greeting card when purchasing a Mother's Day bouquet.

Influencers & online platforms

In France, where Mother's Day falls three weeks later than in the Netherlands and Germany, we collaborated with HERSTORY: an online platform with a large reach. Women shared their personal Mother's Day story on camera, with flowers at the heart of it. Across all three countries, influencers were also deployed to share authentic stories about mother figures.

Results

Our Mother's Day campaign demonstrates that flowers play a unique role at the moments that matter most to people – and that translates into concrete figures.

• Potential reach: over 400 million
• Number of publications: 135
• Advertising value: €31 million
• Featured media: Die Zeit, Die Welt, De Grote Tuinverbouwing, Hart van Nederland