Activating a pop-up experience for global flower and gift delivery service, Floward
Floward is a premium online flowers and gifts delivery service that offers prime fresh-cut flowers sourced from the best growers and farmers around the world.
Following a successful launch into London, we were briefed to create a consumer and media moment that would build on the brand’s launch and get more Floward flowers into consumers hands.
Our recommendation to ensure elevated brand awareness with key consumers was to create the brand’s first London-based pop-up, with the aim of significantly growing brand awareness and engagement through an exciting experiential activity that would allow the brand to directly engage with target consumers.
Working closely with a team of producers, set-designers and Floward’s in-house florists, we created an eye catching pop up activation within Westfield, Shepherd’s Bush across a 5 day period.
We knew that this activation needed to bring the Floward brand to life and showcase their premium service, and so we created a number of impactful floral displays, branded graphics and most importantly a variety of engaging touchpoints for consumers to discover and experience the brand.
Social media engagement was a critical part of the brief, and so to encourage social media shares at the pop-up, we included an Instagram-worthy ‘Thrown of Flowers’ chair as part of the set where visitors could take pictures and enter a competition to win an amazing range of prizes, including a year’s worth of Floward flowers.
In order to maximise and retain customer engagement throughout the pop-up, we offered the first 50 visitors each day a free bouquet which they could send to a loved one and invited customers to take part in a fairground style ‘spin the wheel’ game where they had the opportunity to win multiple discount codes and prizes.
To promote the pop-up ahead of launch and drive footfall we activated a media engagement strategy to generate coverage within key London centric and event listing titles which resulted in coverage on Evening Standard Online, as well a range of online event listing platforms.
Estimated reach to Westfield visitors
Gifted consumers with a complimentary bouquet
Distributed discount cards