Industry overview
What is shaping floral
Flowers are bought for occasions, gifting and decoration, through florists, gifting platforms and street vendors. Freshness and delivery reliability are everything.
- Gifting occasions drive demand peaks
- Online gifting platforms are growing
- Growers need better access to markets
Client background
A boutique floral studio, working in Hong Kong. Client identity is withheld to protect confidentiality.
- Organisation
- A boutique floral studio
- Sector
- Floral
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Video marketing, Content marketing
Client challenge
The boutique studio created distinctive arrangements for homes, hotels and events in Hong Kong, but almost all its business came through word of mouth. Its Instagram account posted occasional finished arrangements with little engagement, and the founders wanted more direct enquiries from new clients.
Research objectives
- Deliver on the brief: growing a floral studio’s social media following.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Instagram over six months.
Audiences we typically reach in floral
Gift buyersFloristsFlower growersEvent plannersCorporate gifting buyers
Geographic coverage
Coverage: Hong Kong. Market: Hong Kong.
- Hong Kong
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Content calendar
- 3Reels
- 4Insight
We built a content calendar around seasons, festivals such as Lunar New Year and Mid-Autumn, and client projects. Short videos showed arrangements being built, flowers being chosen at the market and finished pieces in real settings, with captions in English and Traditional Chinese. We also introduced a simple enquiry link and tracked which posts led to bookings.
Social media marketingVideo marketingContent marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Followers and engagement grew steadily, and direct bookings for corporate and event work increased, with several hotel clients mentioning the videos.
Showing the craft behind the arrangements created far more interest than finished photos alone.
Recommendations
- Build on the core insight: showing the craft behind the arrangements created far more interest than finished photos alone.
- Focus effort where the evidence was strongest: followers and engagement grew steadily, and direct bookings for corporate and event work increased, with several hotel clients mentioning the videos.
- Re-measure after the changes to confirm the effect.
Business impact
- The studio continued the content programme and used popular videos in client proposals.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do buyers choose a florist or platform?
Client identity is withheld to protect confidentiality.