When floral art meets the art of fruit.

For the 1st day of spring, in partnership with Bloom’s, a trendy digital floral expert, we created exclusive fruit flowers blossom bouquets that were graciously offered to influencers while also being the prize of a consumer contest on social media.

The bouquets were available in brick and mortar as well when we opened a cornerstore at the BHV, one of the most famous department store in Paris with over 150 000 visitors per day.

We created surprising and amazing flower compositions. We made a point of using seasonal flowers only. Six spring fruit flowers were selected. Pineapple flowers, almond blossoms, peach blossoms, quince flowers, as well as cherry blossoms and prunus blossoms.

Gilles Pavan, Meilleur Ouvrier de France created especially this composition for Tropicana. This never seen before composition was made possible by special flowers suppliers leveraged by Bloom’s. This partnership gave birth to 300 exclusive bouquets.

1/ Campaign global reach:

• 3 803 357 total reach - It is more than Thursday march 23rd’ ‘political France 2 TV show’ where David Pujadas interviewed François Fillon (source: leparisien.fr 24/03/2017)

• + 56% estimated daily reach increase during the campaign. (vs estimated daily jan-feb 2017)

• Cost per reach: 0,017€ while the activation costed 37k€ + media budget of 30k€.

2/ All positive signs of brand love and saliency

• 100% of positive mentions (cf. Netbase tools)

• 68% adoption rate for Instagram and PR influencers

• First time ahead of competition in social share of voice in march 2017

3/ Quality pictures, staged and accessorized by influencers

• 87 pieces of influencers content

4/ Quality pictures & warm welcome from consumers

• 3 500 contest participants

• More than 3 out of 4 people who received the bouquet have created quality content to thank the brand

5/Instagram page launch

• Followers multiplied by 40