Miller Harris: In Bloom
The aim of the ‘Miller Harris In Bloom’ campaign was to revitalise the brand’s marketing communications, and uplift the sales of their floral fragrances.
This involved reaching out to florists in London and the US, to create floral arrangements inspired by their chosen Miller Harris floral fragrance – the florists also agreed to create stunning photographic and video content of their arrangement accompanied with the Miller Harris fragrance, which would takeover both their own and Miller Harris’ social channels.Twenty florists participated in total, including McQueens Flowers, Swallows and Damsons, Silk and Willow, Pyrus Botanicals, Honeysuckle and Hilda, Palais Flowers, Rebel Rebel.
During this campaign we sampled the brand’s floral fragrances in store and online, we also gave a selection of these to our floral partners to giveaway with bouquet purchases from their stores. We gifted press the different Miller Harris floral fragrances over a 3-month period, accompanied with a floral creation from one of our floristry partners.
A further partnership with Prop Studios, involved creating a floral installation for Miller Harris stores. The store’s floral installation won Retail Week’s award for ‘Best POP/VM Solution.’
The brand’s social following and sales also increased exponentially as a result of this campaign, with Le Jasmin sales being up 59%, Rose Silence experiencing a 22% uplift and Coeur De Jardin sales rose by 31%, in comparison to the previous year. Miller Harris acquired over 10,000 new social media followers due to the content sharing from the campaign.
The florists that took part in this campaign continue to collaborate with Miller Harris and create content for the brand – and McQueens Flowers & Miller Harris have recently released a co-branded candle.