Green Monday campaign gets rid of the blues

15 January was Blue Monday: the most depressing day of the year. This day is particularly well-known in the Netherlands and United Kingdom; countries for which we developed the Green Monday campaign.

Flowers are the best medicine
In this campaign, flowers were positioned on social media as the best medicine against Blue Monday; a dark, depressing day. We placed posts in carrousel and album form with multiple images where flowers are photographed in the shape of medicine bottles. These were supported with texts such as: “Prescription: 1 bouquet, sniff three times a day. Repeat as required.”

Results exceeded expectations
Alongside organic personal social media channels, there was also a paid campaign on Facebook, and the result exceeded expectations. We reached 661,711 people, whilst the goal was 450,000. Of the people we reached, 70% were female between the ages of 25 and 34, which fits well with the IP target group objectives.