Oostlanddag: Vandeez believes in the power of local connection

Autumn campaign 'Gerbera always surprises'

Coloured by Gerbera is the collective Gerberapromotie Nederland and aims to promote the Gerbera internationally towards florist, retail and wholesale. Every year there are various campaigns to stimulate the fame and brand preference among the various target groups. The new Gerbera range is available from the growers in September, with no less than 66 surprising new species. The moment to bring the strong quality, variations and trends to the attention.

client

Autumn campaign 'Gerbera always surprises'

services

brand activation

approach

With the main theme 'Gerbera always surprises', no less than 18 weeks has been provided for visibility. Every 3 weeks a different color was central to the campaign. With the aim of inspiring and informing our target groups with surprising new content in order to show as many people as possible the total range on the website.

New product photography

With macro photography, the diversity and quality of the Gerbera has been mapped. Each flower is strong in steel, constant in structure and surprising in color or shape. Florists, arrangers and exporters throughout Europe were shown the class and quality of this beautiful, real photography.

Online Meta and LinkedIn campaign

The online campaigns are activated per color theme in Dutch, English and German. The advertisements consisted of beautiful carousel advertisements and new Insta Stories. We send people to the range on the website of Coloured by Gerbera.

Social Content Peter van Delft - Hand -out actions in cities

Thorsd is a platform where floriculture comes together. The goal is to connect all links in international floriculture. Peter van Delft is involved as a blogger and vlogger and has a large reach with 261k Instagram and 63k Tiktok followers. Our growers have visited 3 cities to surprise visitors with the new gerbera species. In addition, arrangers were deployed with a large reach to make arrangements. These moments were captured by Peter van Delft on camera and shared on Instagram through various reels.

Billboard Advertising A12

For 2 weeks, 2 digital advertisements appeared on a billboard along the A12. This surprises more than 100,000 motorists.

In addition, the owned channels have been deployed intensively, such as interviews with breeders on the blog of Coloured by Gerbera, and LinkedIn posts to generate extra traffic to the website.

result

A striking omnichannel campaign, with the surprising Gerberas in the spotlight. The campaign is still running at the moment, but we are proud of the provisional results. In the campaign period we see a huge increase in reach and followers on both Instagram and Facebook. For Instagram that is a 47% increase in reach and a 329% increase in number of followers. For Facebook, those figures are a 525% increase in reach and 433% in number of followers. We present the final results at the end of the campaign period.

"Fantastic how with this Omnichannel campaign we reach our target groups with our new range over the entire autumn period."

WP van den Berg - Chairman

WP van den Berg - Chairman

About Coloured by Gerbera

Coloured by Gerbera is the collective of all 40 Dutch gerberatelers and breeders. They provide florist, wholesaler and exporter range information and inspiration. Through various campaigns and promotions they put the Gerbera on the international map.

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