Vera Wang has spent a lifetime at the forefront of fashion and, at 23, became the youngest ever editor of Vogue. The Vera Wang brand is at the highest end of the luxury market; partnership with Interflora is a natural choice to bring high-end designer wedding flowers to the UK.
Interflora briefed POP that it was to launch the Vera Wang product lines and we were to provide marketing support from a pre-launch recruitment campaign, through to in-store POS and post-launch exhibition support.
Initial consultation with Interflora identified any challenges faced with such a high-profile launch for both brands. Brand guardianship was clearly key and each piece within the project had to be created as per the final specification for proofing. Once approved by Interflora, they had to be mailed overnight to the Vera Wang brand team in New York for its approval.
Firstly the retail network had to be recruited prior to the launch. POP created a bespoke direct mail campaign re-creating the look and feel of high-end gift packaging. Inside the package, wrapped in exclusive Vera Wang tissue, was a personal invitation to become a Vera Wang accredited florist, together with booklets explaining the licensing scheme.
The recruitment strategy exceeded targets and expectations
This campaign was followed with other activity such as belly bands around Interflora’s magazine, Mercury, and a calling campaign. The recruitment strategy exceeded targets and expectations. A UK and ROI-wide network was established within 3 months.
POP then created bespoke marketing kits contained inside a similarly bespoke printed container. These were distributed to the new supplier network. All consumer-facing materials had to be produced with both Sterling and Euro versions.
The kits included:
- Consumer-facing inspiration binder
- ‘How to’ marketing guide and workbook
- Countertop sign
- Window vinyls
- Consultation book
Interflora also sponsored the catwalk at the National Wedding Show at Earls Court and POP created media packs to be issued to the press attending the event and the exhibition stand.
What we did:
- Project planning
- Project management
- Brand consultancy
- Promotional material and POS production
- Print buying