Take the fashion capital of the world and add in hundreds of gorgeous flowers, plentiful coffee and a lot of salsa. Mix with a florist, top blogger and thousands of flower fans – including our Ambassador to France Federico Rengifo, and you have a unique event that took place in Paris, France back in October.
Attended by our Director of Marketing & Communications Ellie Alzate, the two-day consumer event saw Colombian crafters and skills assemble in the trendy Carreau du Temple for a Festival of Colombia as part of the Crossed Seasons France-Colombia 2017 (Temporadas Cruzadas Francia-Colombia 2017).
For the flower sector it was a wonderful way to get consumers touching and enjoying our flowers. A series of hands-on workshops meant visitors could make either a floral crown or an arrangement and they proved so popular we had a waiting list!
And we didn’t just send hundreds of people away with floral crowns and flowers but also achieved some fabulous consumer press coverage with top magazines ELLE, Grazia and Marie Claire running pieces on their websites. Add in the blog and social media coverage from key influencers and together the campaign reached a cumulative audience of over 9 million unique visitors and followers!
Our new Instagram game was also a great success. Designed to enhance visibility and increase followers, every visitor to the event was given a flower on arrival. They then had to find a person with the same flower, take a picture and post to the @flowersofcol Instagram account with the hash tag #fleursdecolombie. More than 45 people took part – with a combined following of 7,000 – and really used the power of flowers to connect lots of people.
Commenting on the event Ellie said: “I was delighted we were part of the event and able to see first-hand how this interaction with consumers can spread the Flowers of Colombia message. Allowing people to create with our flowers is a powerful way of encouraging consumers to think more about flowers which is important if we are to grow sales and open up new markets and an idea I think we can roll out in more locations.”