Campaign plan for The Trend Collection Autumn/Winter 2020

The Flower Council of Holland has launched its new campaign: The Trend Collection Autumn/Winter 2020. This campaign will be going live in stages in Germany, France, the Netherlands and the United Kingdom. We will be informing international consumers, using a carefully refined campaign plan, through various channels and at various times

Important campaign plan pillars​

The Trend Collection Autumn/Winter 2020 will be presented over a six month period. We have developed a campaign plan for this with various focus points at different times. We will persuade consumers to get involved at home and use the flowers and plants from the collection. The campaign plan consists of: PR, media involvement, content, social media and the use of influencers. On our consumer websites Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk will present a carefully executed high-end Lookbook.

PR 
There is a bespoke PR plan ready for each country. We will highlight The Trend Collection to consumers, press, and online media in a unique way, from distinctive trend bouquets made by creators including the renowned florist Nue Paris and a 5D inner retreat treatment combined with a presentation of the collection through to inspirational press gift boxes for media. 

Content & Social media
We will be sharing inspiring content about the trend and the associated products on Thejoyofplants.co.uk and Funnyhowflowersdothat.co.uk and their sister platforms in Germany, France and the Netherlands. Obviously we will promote this content via Instagram, Facebook and Pinterest. 

Lookbook
We have suplimented the content on our consumer websites with a Lookbook - a fabulous visual digital document with loads of ‘green’ inspiration. With this Trend Collection Autumn/Winter 2020 Lookbook we will be helping consumers to update their interior, from the colours of the wall and the shapes of furniture, through to the bouquet on the mantelpiece and the plant on the windowsill - consumers can use our Trend Collections to create a home that is totally now. The ultimate goal is to inspire consumers even more to create their own green and floral Inner Retreat in their homes. We will promote the Lookbook online to achieve the greatest possible reach within our target group.

For a full impression of the Lookbook please visit our consumer websites Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk. 

Influencers
Within the campaign we will be working with the best-performing influencers from previous campaigns. In addition, we will be seeking out inspiring platforms to further raise awareness of the Inner Retreat trend and The Trend Collection.

Media
The media campaign will start in the Netherlands and Germany on 19 October, and in France and the United Kingdom on 26 October. We will achieve extensive reach through online media advertising, including Homepage takeovers, and we will link through to the Lookbook and the content on Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk.

Want to know more?
If you would like to find out more about The Trend Collection Autumn/Winter 2020, please contact Chanel de Kock, country manager United Kingdom on c.de.kock@flowercouncil.co.uk