Challenge
In a very short season (2 ½ months) and coming off record achievement in Social media the previous year, our goal was to further increase the fan base and consumer engagement on all Social Media platforms.
Each spring, 50 acres of flowers from ranunculus to roses bloom in rows of vibrant color at The Flower Fields, the goal is to draw consumers throughout Southern California to view the spectacular attraction during a very short viewing season with a new web experience that features Events, Tickets purchasing, photos, School Programs and more.
Insights
We developed a website that allows the user to view the fields' bloom, directions and purchase tickets by utilizing an anchored right tab on the home page. Leveraging the impact of the visual beauty of The Flower Fields in bloom and guests who love taking pictures and sharing, a photo contest with tie-in partner Canon called “Spring into the Colors of Nature.” We focused on Facebook, Twitter and Instagram with an overlay effort through bloggers and Facebook ads to broaden the reach.
Results
• For the 2016 season (a short 2.5 months), a generated record attendance of over 165,000 visitors (a 9.5% increase from previous year)
• For the 2017 season, a generated record attendance of over 220,000 visitors
• +70% new website visitors
• Facebook audience reached over 30,000 with 5000 new like, 1800 New Twitter followers and 2000 New Instagram followers
• Silver Bulldog award for Digital/Social PR
• Through engaging content and proactive outreach, we secured over 80 media placements totaling over 50 million impressions and gained over 5,400 new Instagram followers and over 10,600 new Facebook fans.
Website Visit Website
