THE OBJECTIVE
Pivoting IRL sampling to remote experiences in lockdown.
COVID-19 and summer lockdowns meant Blossom Hill’s planned sampling activity had to be scrapped. The brand needed to find an alternative activation that could be delivered remotely – and turned around fast.
THE INSIGHT
Restrictions and social distancing meant that staying connected with friends and loved ones albeit remotely was more important than ever.
OUR JOB
To facilitate acts of kindness and friendship, while helping a new, socially-engaged audience discover Blossom Hill .
STIRRING EMOTION
Help friends and family say – and show – just how much they were missed.
THE STIR WAY
Switch sampling for surprise and delight.
We helped our client swap its planned outdoor summer sampling campaign for an Instagram activation instead. Our audience did the nominating using #TogetherLetsBlossom. Blossom Hill then surprised and delighted followers and friends with luxurious flower and wine deliveries, coupled with a virtual flower arranging workshop to complement the tipple.
Impact and implications
Output
85M
Consumers reached with coverage of the activation.
Outtake
58%
Uplift in Instagram followers as a result of the activation.
Outcome
1,000
Bottles sampled to the brand’s new target audience, with the NPD selling out at retail.
