Hydrangea enthusiasts can now revel in the beauty of indoor hydrangeas as the season kicks off early, thanks to the collective promotional campaign, Hydrangea World. This campaign aims to generate excitement and stimulate purchases at the beginning of the indoor hydrangea season through a vibrant promotional initiative.
The campaign employs new imagery featured in various Dutch and German consumer media to showcase indoor hydrangeas as a delightful and colorful surprise. In addition to captivating visuals, animated videos play a key role in highlighting the positive attributes of indoor hydrangeas and providing valuable care tips.
The animated videos feature charming cartoon characters designed to resonate with the target audience. One animation emphasizes how indoor hydrangeas can positively impact home humidity, contributing to a healthy indoor climate. Another video illustrates that after a prolonged blooming period indoors, hydrangeas can be relocated to the garden for a second life. Recognizing consumers’ limited knowledge of hydrangea care, there is also an animation focused on providing care tips.
To complement the promotional efforts, Hydrangea World has introduced new images of indoor hydrangeas to various consumer media platforms in the Netherlands and Germany, both online and offline. These images, showcasing the versatility of indoor hydrangeas in interiors, are also made available for free to the trade to support sales efforts.
This collective promotional initiative is a collaboration between hydrangea suppliers of Royal FloraHolland and various European hydrangea breeders and propagators. Concept Factory is responsible for executing the campaign, which will feature promotions for both indoor and garden hydrangeas throughout the season. Additionally, Hydrangea World’s website and social media platforms tease a collaboration with producers of cut hydrangeas.