Ready, Steady, Craft

The brief

Faith PR was approached by the UK’s largest wholesaler of floristry supplies and artificial flowers, Country Baskets, to develop and deliver a strategic social media and blogger outreach campaign to engage with top online influencers and increase traffic to the Country Baskets website.

Historically a wholesale supplier of floristry supplies and artificial flowers with eight stores nationwide, Country Baskets approached Faith with a brief to help them raise awareness of their products to the consumer market.

Our approach

With social media chosen as the main communications channel to drive online sales, we firstly conducted a detailed analysis of the company’s social media accounts, followed by a thorough competitor analysis to establish Country Baskets’ position in the marketplace.

With our research behind us, we then worked closely with the Country Baskets team to implement a revised social media strategy across Facebook, Twitter, Instagram and Pinterest. As well as creating ongoing social media content around Country Basket’s USPs and product sales messaging, we also introduced social media advertising to engage a new consumer audience.

Getting creative, we then developed a seasonal campaign which combined social media, competitions and targeted blogger outreach which had a tongue-in-cheek twist on the ‘make what you want’ concept behind the Ready, Steady, Cook! Programme – Ready, Steady, Craft.

Identifying some of the UK’s most prominent parenting and crafting bloggers, we invited them to create a vlog of them and their child(ren) creating their idea of spring using a surprise hamper of Country Baskets items, delivered to them in the post. We asked them to film their activity to create shareable, earned online content for Country Baskets.

To increase the reach of the Country Baskets brand even further, all vlogs were hosted on a dedicated microsite, where we used promoted and organic social media posts to direct the public to vote for their favourite vlog to win.

The results

The #ReadySteadyCraft campaign reached over 750,000 people via social media over the two week campaign period in June 2016.

Organic Facebook engagement increased by 400% week-on-week, with Twitter @ mentions for June increasing by 179% versus May.

During the campaign, the Country Baskets branded microsite received a large percentage of visitors who had not visited the site before. We were able to showcase the brand and its products to hundreds of thousands of people, thus increasing exposure and brand awareness.

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