The Flower Council of Holland | Influencer | Press office
What to do when the Flower Council of Holland asked us to bringing houseplants to the cutting edge of lifestyle trends and interior design? Transform a three-story London townhouse from top to toe into a two-day green-fingered extravaganza, dispensing a whole world of plant inspiration along the way, of course.
Amongst lush living walls, unexpected wild floral décor, eco luxe glamour and more, the likes of interior designer Marianne Cotterill, interior stylist and writer Joanna Thornhill, horticultural expert Ian Drummond and the fantastic team from popular blog Little Big Bell dispensed surprisingly stylish ways to turn house plants into a must have for any home.
The living showcase was a verdant smorgasbord of design inspiration, creative instruction, sensory-stimulation; from kitchen to bathroom, and dining table to bedroom and ran over two days. Day one was open to VIP influencers, bloggers and media, who were given personal guided tours to develop individual feature angles and relationships. That included one-on-one workshops and tutorials by experts enabling them to develop their own versions of trends such as living walls, terraria, and edgy hanging baskets (they’re so back).
Day two of the Open House was open to the public, with group workshops. The demographic kept bang-on via a partnership with Red magazine. The atmosphere in both cases was buzzy but relaxed, with guests encouraged to explore the rooms for themselves: feeding their social platforms with the endless photo opportunities… and their appetites with champagne and canapés.
The event captivated guests here in the UK, but also caused ripples back at the Flower Council of Holland’s HQ in the Netherlands, as their most spectacular activity of the campaign across its four key territories.
In all, 40 high-calibre media attended including Good Housekeeping, Daily Mail, Icon, Style at Home, The Telegraph and Stylist. Key lifestyle industry VIP guests included visual merchandisers from Anthropologie, the The Celestine Eleven, organisers of Clerkenwell Design Week and lecturers from Kingston University’s prestigious interior design course – part of our strategy to introduce the concepts of interior plant styling at the very root of the industry. IN addition, 625 bullseye-target consumers also got stuck in with the activities and demonstrations during the second, open day.
Media coverage reached 5.9million readers, whilst our social amplification reached a further 1.9 via influencer engagement and original content, and a CPM of €0.01 for the website. In addition to this thejoyofplants.co.uk has since hosted a plant-specific customer event at Anthorpologie and planned a collaboration with Clerkenwell Design Week 2016.