In just the first week of paid promotions by the Society of American Florists, a video designed to get teen girls excited about prom flowers has generated more than 900,000 impressions on Instagram and resulted in more than 9,000 people clicking to take SAF’s Prom Quiz at AboutFlowers.com/PromQuiz.
“The goal of this promotion is to make sure prom flowers are top of mind among teens,” said SAF Vice President of Marketing Jennifer Sparks. “The impressions number shows the campaign is exposing teens to the prom flower messages.”
SAF’s 26-second “Which Prom Personality Are You?” video shows corsages that illustrate each prom flower personality shown in the Prom Quiz on SAF’s consumer site, AboutFlowers.com/PromQuiz, and urges viewers to take the quiz.
“The visitors who clicked over from the Instagram video promotion to the Prom Quiz spent an average of 3 minutes on it — which is high — indicating that visitors were engaged and took the time to answer the questions to find out about their floral personalities,” Sparks said.
SAF began paid promotions of the Prom Quiz video on April 4 on Instagram targeting teens and will run the campaign through the end of the month.
“The message to high schoolers is that flowers are the perfect way to highlight their unique individuality,” Sparks said.
She encourages members to take advantage of the video and SAF’s Prom Quiz for their own marketing efforts.
SAF’s Prom Resource Center at safnow.org/prom includes the video and 36 suggested social media messages touting the Prom Quiz tailored specifically for Instagram, Twitter and Facebook, such as:
- For Instagram: Prom season is here and you need the perfect flower to fit your style! Which flower are you? Take the Prom Quiz and see. Go to aboutflowers.com/promquiz!#prom #promdress #prom2018 #prom2k18 #seniorprom #juniorprom
- For Twitter: What celeb BFF would you want in your prom group? Tell us at http://bit.ly/promquiz! #prom #promdress #prom2018 #prom2k18 #seniorprom #juniorprom
- For Facebook (where you will find moms, aunts, family, and friends of prom-goers): Has it been a decade, or two, or more since you’ve been to prom? Relive your high school days with this fun interactive quiz to find out your prom flower! www.aboutflowers.com/promquiz
“Adding relevant hashtags — like #prom #promdress #prom2018 #prom2k18 #promposal #seniorprom #juniorprom — to your social media posts can help prom-goers who follow those hashtags find you,” Sparks said.