The contest was created based on results from the 2016 FMRF-funded study, ‘Marketing Tactics to Increase Millennial Floral Purchases’, also sponsored by Asocolflores.
The study suggests that reaching millennials through short, authentic videos is an effective way to engage them, and that millennials enjoy sharing funny, sentimental and how-to videos on social media. It also reveals that 75% of millennials use Facebook daily, and 46% visit YouTube daily.
Flower lovers from across the country submitted creative videos for this contest that featured and promoted the use and giving of fresh flowers. AFE received videos that were skits, animation, surprise moments, artistic montages, testimonials, and more.
More than fifty videos were entered into the contest, and the top ten finalists were chosen by a selection committee. The videos were scored based on commercial appeal, creativity, and how much the video highlights fresh flowers in a positive way.
The top ten videos were then voted by consumers, industry members and others on social media, with the video receiving the most votes crowned the grand prize winner. About 3,500 people voted in the contest within the three-week voting period.
“It’s neat to see the creativity that awakens in people when given a fun and open-ended opportunity to display their talent and passion,” said Gray Simpson, one of the judges in the selection committee, and a member of AFE’s Young Professionals Council. “Genuine, heartwarming advertising is scarce, and I can’t remember the last time I saw a clip featuring flowers. Wouldn’t it be refreshing to see this more often?”
Grand prize winner Jaclyn Fiola was ecstatic to hear that her video received the most votes. “As a student studying horticulture, it means a lot to be recognized and I’m grateful for the opportunity to promote the floral industry and the gift of flowers. I believe videos like these can tell a story that both informs and encourages people to buy more flowers.”
Source: Floral Marketing Research