Interflora saw an opportunity to shift brand perception using TikTok to change the narrative away from the traditional and corporate brand they were seen as by the under 35s in particular, to a more relevant and accessible brand for everyone. Their initial goal was to build an organic presence that would help connect them with an engaged community and establish themselves as a recognisable flower brand.
Our Approach
Starting with a brand new TikTok account, Nonsensical kicked off a 90-day sprint in May 2023 by creating 60 pieces of unique content tailored towards floristry and creating unexpected moments.
Following this sprint period, and with some green shoots of success, Nonsensical crafted a redefined content strategy that would generate over 1 million views in the first 30 days of implementation.
This new strategy took the most successful elements of the sprint – highlighting the unique personalities of Interflora’s florists and challenging them to create bespoke bouquets. By working with Interflora’s community of florists, we tapped into “FlowerTok” and found a great recipe for success. With time, we were able to build up an interactive and engaged community of followers, who frequently send in their requests for future bouquet builds.
The Results
By using the first 90 days of our partnership to find what content resonated most with our target audience, we’ve since generated:
📈 19K+ followers
🎥 27M+ organic video views
❤️ 1M+ engagements