Brand Description
Fleurop exists since 1921 and delivers more than 100 years of good feeling.The lovingly arranged bouquets are made by local Fleurop florists. The competition has increased significantly over the past 10 years by several entrants: from the cards/sending market: Greetz and Hallmark, but of course also by direct competitors like Topbloemen.nl. It is therefore strategically essential for Fleurop to continue to strengthen its dominant position on brand awareness, with a focus on growing brand preference. We do this through smart media deployment: outsmart, not outspend.
Objective
Maintain Fleurop's dominant brand awareness, growth of brand consideration, ultimately resulting in sales increase: more flowers sold.
Media target group
25-59 years
Concept
Fleurop's bouquet is arranged by your local florist; an entrepreneur and professional. These florists know everything about flowers and can create amazing bouquets that perfectly fit the occasion and the client. Almost life artists, as they translate the emotion of our client into a bouquet that embraces you, so to speak.
We reflect this concept in all video campaign elements: the point is that a bouquet really "enters" and you see the local florist at work in his field. Within other channels such as social media, we inspire the target group with, for example, the bouquet of the month.
Media & Resources Strategy
Byron Sharp's growth strategy serves as a starting point: we invest in the brand with as much visibility as possible throughout the year, on the one hand to give the brand charge based on CEPS (Category Entry Points) and on the other hand to inspire the target group to delight someone with a bouquet more often. We do this consistently with clearly recognizable DBAs (Distinctive Brand Assets) such as logo, corporate identity and use of color.
The media mix is diverse where video channels (TV and Online video) are used to show the right Fleurop emotion: deliberately in a commercial with a length of 20 sec to stand out within the category. With this we set ourselves off against competitor Topbloemen who uses short spots and TV Billboarding, that strategy offers insufficient time for content and emotion, the basis of message transfer. Through radio campaigns, we focus on continuous audibility with a call for action to place orders. The online deployment, and specifically the performance SEA campaign, serves to convert all the accumulated reach into conversions on the website. For each channel, a target audience has been established to achieve reach building and always-on approach in this media mix, within the available budget.
Results
Despite a challenging year with pressure on the consumer side due to inflation and the impact on the cost price of flowers, Fleurop managed to grow sales compared to the previous year (+10%). We do see that competitor Topbloemen has improved its position regarding brand consideration. Google received several compliments on the SEA approach: 'You did an excellent job at tracking the search line last year'. You also achieved and maintained an impressive click coverage'.
Learnings
In campaigns that are subject to peak moments with a focus on the last few days (such as for Valentine's Day, Mother's Day), it is essential to use offline media pressure building toward momentum and be flexible in online budgets and strategies.
Smart optimizations in the final days will make the difference over competitors (even those with higher budgets).
By not just looking at media pressure in the evaluation of previous years, but linking it to website insights into age groups, we have optimized the AV strategy (audio/video) by using different buying target groups and thereby realizing an advantage.
Role of STROOM
STROOM is responsible for the overall media strategy, and we work to achieve revenue goals across all channels, securing specific ROAS direction from the client.