Brand | EXOTICA |
Product/Service | FLOWER SHOP |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Integrated Campaign Led by Direct |
Idea Creation
|
LEO BURNETT BEIRUT, LEBANON
|
Media Placement
|
LEO BURNETT BEIRUT, LEBANON
|
Media Placement 2
|
STARCOM Beirut, LEBANON
|
PR
|
LEO BURNETT BEIRUT, LEBANON
|
PR 2
|
MSL BEIRUT, LEBANON
|
Production
|
LEO BURNETT BEIRUT, LEBANON
|
Why is this work relevant for Direct?
This is a campaign that not only aimed to connect emotionally with Millennials but also targeted them to create desire in plants and drove them to buy it off the brand’s website. As part of the campaign’s strategy, one of the content legs focused on profiling plants and positioning them as pets that could be bought from the Exotica page directly off Social Media.
Background.
Exotica is an upscale plant and flower shop established in the 70s that mainly appeals to an older generation.
Most young people consider the brand a bit too out of reach and intimidating. We needed to engage with that target audience and rejuvenate our brand, with the goal of eventually increasing our sales.
Describe the creative idea.
We quickly realized that a lot of online content shared by millennials is related to pets.
This opened our eyes to the fact that millennials love pets: they love owning them, talking about them, and posting about them.
Since we sell plants, we decided to position plants as the new pets for millennials. And directly drive millennials to our website from our social media content to buy the plants we were talking about.
Describe the strategy.
Millennials spend a lot of their time on social media, so we decided to reach out to them in their natural habitat. Our main channels of communication were Instagram and Facebook.
We knew that if we were going to make plants appealing to young people, we had to speak their language. That’s why our content was witty and fun, while being tailor-made to our chosen platform. Crucially, we wanted our campaign to clearly show the many joys of owning a plant and create desire to buy.
Describe the execution.
We set up an unbranded Instagram page called Pet or Plant. It was filled with fun content that initiated a debate amongst young people: are you more team pet or team plant?
It created a lot of buzz, with young people joining the conversation and posting their own content.
Influencers also helped spread the word on our page.
Eventually we made our big reveal: from Pet or Plant, to Exotica’s Pet a Plant.
We showed millennials all the benefits that come with owning a plant in a light-hearted way: they’re cute, they’re great companions and something you take care of.
We combined entertainment with informational content. We did plant profiles, which told people everything they needed to know about individual plants and how to take care of them. The content directed them to the website to buy the plant they like and get it delivered the same day!
List the results.
We were able to reach our goal, which was to communicate with the youth and provide them with engaging content they could relate to. We received an overwhelming number of user-generated content, as well as direct messages on social media.
• Sentiment: 100% Positive Sentiment
• Engagement: 600% higher engagement rate than industry standards
(source: https://www.rivaliq.com/blog/2018-social-media-industry-benchmark-report/)
• Impressions: 1M+ Impressions with a $350 online media budget.
With a very limited campaign budget, we garnered an impressive increase in sales:
Sales/Revenues:
- 66% increase in online sales revenue – 1.5 times the amount spent online.
- 93% increase in online sales vs the same period last year- we almost doubled the online sales of plants, and for each online sale, the amount spent was increased by 1.6, with a higher basket every time.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Youssef Naaman |
Leo Burnett Beirut |
Executive Regional Managing Director |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Jo Chemaly |
MSL Beirut |
Managing Director |
Yasmina Baz |
Leo Burnett Beirut |
Creative Director |
Mohamed El Tibi |
Leo Burnett Beirut |
Regional Communication Director |
Roger Hajj |
Leo Burnett Beirut |
Associate Creative Director |
Philippe Araman |
Leo Burnett Beirut |
Head of Digital Levant |
Charbel Abou Jreich |
Leo Burnett Beirut |
Senior Art Director |
Noura Atoui |
Leo Burnett Beirut |
Art Director |
Sabine Haddad |
Leo Burnett Beirut |
Senior Copywriter |
Lana Khayat |
Leo Burnett Beirut |
Communication Supervisor |
Chadi Khalaf |
Leo Burnett Beirut |
Communication Manager |
Christian Manasci |
Leo Burnett Beirut |
Senior Copywriter |
Rita Chammas |
MSL Beirut |
PR & Communication Supervisor |
Annie-Rita Kassarjian |
MSL Beirut |
Junior Communication Executive |
Zina Ibrahim |
Leo Burnett Beirut |
Data Analysts |
Alfred Haidamous |
Leo Burnett Beirut |
Data Analysts |
Vanessa Moussan |
STARCOM ME |
Media Manager |
Josephine Assaf |
STARCOM ME |
Senior Media Executive |
Tarek Moukaddem |
Freelancer |
Photographer |
Links
Social Media URL