Building visibility for a new e-florist in a competitive market

Premium flower and gifting service, Floward, is the market leader in the MENA region, offering prime, fresh-cut flowers sourced from the best growers around the world.

Following its UK launch, we were briefed to position the brand as the go-to luxury florist, raise the profile of founder Abdulaziz Al Loughani, and support sales – with a focus on key seasonal retail moments.

To put Floward front of mind for media and consumers, and to drive an ongoing flow of coverage for the brand, we devised an integrated press office strategy highlighting its extensive range of eye-catching bouquets and same-day delivery service in London.

In a competitive market we needed to ensure Floward stood out, so our first step was to get the bouquets into the hands of target media and influencers to see the blooms for themselves.  In the first six months of launching, we secured 37 pieces of media coverage in key media titles including The Daily Telegraph, Mail Online, HELLO!, Evening Standard, Glamour, Cosmopolitan, House Beautiful, and more.

With Valentine’s Day and Mother’s Day being key sales moments for retailers, we knew the importance of securing product press coverage in the lead-up and made these a key focus, creating a timeline to pitch to long-lead, mid-lead, weekly, and online press. We also gifted bouquets to influencers celebrating these days who resonated with Floward’s target audience, including Katie Piper, Vogue Williams, Fran Newman-Young, and Sophie Habboo, who all featured Floward organically on their social channels.

Alongside product placement, we continued to raise brand awareness by profiling Floward’s founder and sharing important business announcements including funding rounds and appointments to the senior leadership team. We also secured expert commentary with tips on flower care, from Floward’s Head of Floristry, Nem Vorkapic, in lifestyle titles to further boost online awareness and drive website referral traffic.

To further build the brand’s credibility, we recruited influencer Rosie Fortescue as a designer for Floward, to create her own personal collection. This created more coverage opportunities by announcing the partnership to media, gifting moments to secure product placement for her collection, and gifting to influencers to secure social media coverage.

We also worked with Floward to develop a UK CSR strategy which saw the brand partner with Pink Ribbon Foundation, a foundation that supports numerous breast cancer charities and projects throughout the UK. As part of the partnership, Floward created a dedicated “Pink Ribbon Bouquet” and pledged to donate 10% of sales to the foundation. To boost awareness of the partnership we implemented an integrated launch campaign which included collaborating with Pink Ribbon Foundation to send the new bouquet to their celebrity and influencer ambassadors who created content for their social media channels as well as placing widespread announcement and product coverage for Floward across relevant sectors of the media.


Total pieces of earned coverage secured in 2022


Pieces of media and influencer coverage secured for Valentine’s Day


Pieces of media and influencer coverage secured for Mother’s Day.

"Floward has loved working with the team at PHA, they are always extremely receptive to new ideas and go out of their way to define a strategy on how best to execute them. They have allowed Floward to tap into new audiences through both national and consumer coverage whilst introducing the brand to a wealth of new influencers and celebrities."
Sophie Hutchinson
UK Marketing Executive
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