Miller Harris’ 2017 In Bloom campaign, planned and managed by Unfold London, involved the fragrance house collaborating with 12 of London’s top florists and 3 big players from the US, including McQueens Flowers, Rebel Rebel, Silk and Willow as well as Hart Floral.
Unfold London sent bottles of fragrance to the floral collaborators, asking them to create an arrangement inspired by the scent. Photographic and video content was captured of these highly impressive creations, which was subsequently shared across both the florists’ and Miller Harris’ social media channels for a 5-month period.
The campaign garnered an organic reach of over 80 million across the platforms of Miller Harris, the floral partners and third parties. Miller Harris’ total social media followers also grew by almost 10,000. The campaign’s beautiful content provided Miller Harris with the best performing social media conversions that it has ever achieved over such a short time-frame.
Miller Harris’ ‘In Bloom’ store installation, a floral decorative store design created by Prop Studios, won best POP/VM Solution at the Retail Week Interior Awards.
Furthermore, Miller Harris experienced an uplift in sales for the duration of this campaign. Compared to the previous year, Rose Silence sales were up 22%, Coeur de Jardin experienced a 31% uplift and Le Jasmin sales increased by 59%.