A new social media campaign conducted throughout April by the Society of American Florists scored big with prom-goers, garnering 2.4 million impressions. Targeted to girls ages 15 to 18, the campaign featured a short video posted on Instagram to promote customized prom flowers and entice teen girls to take a quiz to discover their prom flower personality. The campaign drew 571,394 video views and inspired 24,424 teens to take the quiz.
“The goal of this promotion was to make sure prom flowers are top of mind among teens, whether they saw floral reminders as they scrolled through their Instagram newsfeed or took the time to take the quiz,” said SAF Vice President of Marketing Jennifer Sparks. “The results show impressive numbers in reaching teens to think flowers when they think prom.”
Drawing traffic through paid promotions, the 26-second video invites viewers to find out their true prom personality, along with their ideal prom flower, by taking the quiz at aboutflowers.com/promquiz. By answering questions such as their ideal way to get to the prom, favorite after-school activities, or which celebrity they’d want in their prom group, participants learned their closest prom type — classic, trendy, bold & daring, artsy & edgy or eclectic — and received photo suggestions for ideal corsage arrangements, along with an easy link to find the nearest SAF member florist.
“Visitors spent an average of three minutes on the quiz — which is high — indicating they were engaged and took the time to answer all the questions to find out their floral personalities,” Sparks said.The campaign was greeted with enthusiasm by florists, who shared the quiz on social media.
“We loved the interactive quiz and were happy to share with our Facebook followers,” said Jessica Gnagey at Ruth Messmer Florist in Fort Myers, Florida. “We are always trying new ways to engage our customers and attract new customers. High school students definitely love doing the quizzes. My daughter is 14 and plays them all the time.”
SAF’s Prom Promotion is a direct result of the voluntary contributions made by industry leaders to the SAF Fund for Nationwide Public Relations.