Floradania is a Danish industry-owned marketing company for the potted plant sector, with the aim of increasing the sales of Danish potted plants both in Denmark and abroad.
Represented has assisted Floradania with influencer marketing. Specifically, in this campaign, we focused on Mother’s Day on May 14th, where influencers shared the message of appreciating and remembering one’s mother through fun and inspiring content – encouraging the gift of a green plant that can live for many years, in contrast to, for example, a bouquet or a box of chocolates that quickly disappears.
To reach the target audience in an authentic manner, we activated both micro and macro influencers who created creative content through TikTok videos, Instagram posts, and Reels.
On Instagram, micro influencers created aesthetically pleasing content featuring Floradania’s plants to inspire the gifting of a beautiful plant for Mother’s Day.
On TikTok, we engaged macro influencers who created creative, unconventional, and humorous video content related to Mother’s Day and potted plants. By aligning the content with the influencers’ personal TikTok styles, the campaign content became credible, authentic, and particularly relevant to the 18-30-year-old target audience, whom we aimed to influence to choose potted plants as this year’s Mother’s Day gift.
We are incredibly pleased with both the final product and our collaboration with Represented. They have been a pleasure to work with, from brainstorming to planning and execution.
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