We do not think of Italy as a country in need of flowers or plants so we were surprised to see our colleagues in Milan running a campaign on Facebook around importing Dutch pot plants. Their "plant of the month" idea generated quite a buzz.

1. Bringing flowers to Italy –
an integrated PR and social media campaign
ECCO Italy / ad Mirabilia

2. Plant of the Month: integrated PR activity
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3. Plant of the Month: integrated PR activity
Introduction:
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4. Plant of the Month: integrated PR activity
Introduction:
• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers
and encourages the sale of plants from the Netherlands both at home and abroad.
2

5. Plant of the Month: integrated PR activity
Introduction:
• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers
and encourages the sale of plants from the Netherlands both at home and abroad.
• The 2011/2012 PR Plan’s main focus has been on pot plants. Each month they picked
on a specific pot plant focusing on their individual qualities and the benefits they bring
with having them in the home and garden
2

6. Plant of the Month: integrated PR activity
Introduction:
• The Flower Council of Holland promotes the cultivation of Dutch plants and flowers
and encourages the sale of plants from the Netherlands both at home and abroad.
• The 2011/2012 PR Plan’s main focus has been on pot plants. Each month they picked
on a specific pot plant focusing on their individual qualities and the benefits they bring
with having them in the home and garden
• The main goal was to improve Italian consumers’ knowledge of how to care for
different plants, encourage people to see plants from a new perspective and enjoy
their ‘Green Relationship’.
2

7. Plant of the Month integrated PR activity:
Social Media development
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8. Plant of the Month integrated PR activity:
Social Media development
Challenge:
41

9. Plant of the Month integrated PR activity:
Social Media development
Challenge:
To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, on
Social Media Channels with the support of offline events, co-marketing and Guerrilla activities.
Facebook was identified as the most suitable social media platform for triggering engagement and
creating a positive buzz around our theme (connecting people & plants). The new Facebook page “Le
piante donano gioia” (the joy of plants) was created with the following main objectives:
41

10. Plant of the Month integrated PR activity:
Social Media development
Challenge:
To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, on
Social Media Channels with the support of offline events, co-marketing and Guerrilla activities.
Facebook was identified as the most suitable social media platform for triggering engagement and
creating a positive buzz around our theme (connecting people & plants). The new Facebook page “Le
piante donano gioia” (the joy of plants) was created with the following main objectives:
 Create social engagement and users participation around themes of interest for FCH and for the
identified consumer target
41

11. Plant of the Month integrated PR activity:
Social Media development
Challenge:
To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, on
Social Media Channels with the support of offline events, co-marketing and Guerrilla activities.
Facebook was identified as the most suitable social media platform for triggering engagement and
creating a positive buzz around our theme (connecting people & plants). The new Facebook page “Le
piante donano gioia” (the joy of plants) was created with the following main objectives:
 Create social engagement and users participation around themes of interest for FCH and for the
identified consumer target
 Use the platform as a tool to strengthen web visibility on FCH events/news and activities.
41

12. Plant of the Month integrated PR activity:
Social Media development
Challenge:
To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, on
Social Media Channels with the support of offline events, co-marketing and Guerrilla activities.
Facebook was identified as the most suitable social media platform for triggering engagement and
creating a positive buzz around our theme (connecting people & plants). The new Facebook page “Le
piante donano gioia” (the joy of plants) was created with the following main objectives:
 Create social engagement and users participation around themes of interest for FCH and for the
identified consumer target
 Use the platform as a tool to strengthen web visibility on FCH events/news and activities.
 Increase traffic to the official Flower Council consumer oriented website lepiantedonanogioia.it
41

13. Plant of the Month integrated PR activity:
Social Media development
Challenge:
To develop the pot plants communication plan, based on a mix of Media Relations and Web Pr, on
Social Media Channels with the support of offline events, co-marketing and Guerrilla activities.
Facebook was identified as the most suitable social media platform for triggering engagement and
creating a positive buzz around our theme (connecting people & plants). The new Facebook page “Le
piante donano gioia” (the joy of plants) was created with the following main objectives:
 Create social engagement and users participation around themes of interest for FCH and for the
identified consumer target
 Use the platform as a tool to strengthen web visibility on FCH events/news and activities.
 Increase traffic to the official Flower Council consumer oriented website lepiantedonanogioia.it
41

14. Plant of the Month Facebook Page

15. Plant of the Month Facebook Page
Solutions

16. Plant of the Month Facebook Page
Solutions
Facebook on going page maintenance

17. Plant of the Month Facebook Page
Solutions
Facebook on going page maintenance
 Drafting of monthly editorial plan including focus on individual plants of the month, with info on
plant care and main characteristics, posts on specific events and other press office activities,
sharing of interesting online press publications and/or press clippings.

18. Plant of the Month Facebook Page
Solutions
Facebook on going page maintenance
 Drafting of monthly editorial plan including focus on individual plants of the month, with info on
plant care and main characteristics, posts on specific events and other press office activities,
sharing of interesting online press publications and/or press clippings.
 Community management and daily page administration

19. Plant of the Month Facebook Page
Solutions
Facebook on going page maintenance
 Drafting of monthly editorial plan including focus on individual plants of the month, with info on
plant care and main characteristics, posts on specific events and other press office activities,
sharing of interesting online press publications and/or press clippings.
 Community management and daily page administration
 Provide a detailed Monthly Reporting on fluctuation of fan numbers, engagement level, number,
frequency and type of comments

20. Plant of the Month: Facebook Page

21. Plant of the Month: Facebook Page
Solutions

22. Plant of the Month: Facebook Page
Solutions
Additional activities aimed at keeping high levels of fan interest and increase the fan
base

23. Plant of the Month: Facebook Page
Solutions
Additional activities aimed at keeping high levels of fan interest and increase the fan
base
1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’
questions on botanical issues directly on the page and develop specific editorial focus on the plant of
the month

24. Plant of the Month: Facebook Page
Solutions
Additional activities aimed at keeping high levels of fan interest and increase the fan
base
1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’
questions on botanical issues directly on the page and develop specific editorial focus on the plant of
the month
2. Co-Marketing activities aimed at opportunities to raise awareness

25. Plant of the Month: Facebook Page
Solutions
Additional activities aimed at keeping high levels of fan interest and increase the fan
base
1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’
questions on botanical issues directly on the page and develop specific editorial focus on the plant of
the month
2. Co-Marketing activities aimed at opportunities to raise awareness
3. Development of off line events to establish a direct connection between consumers and the on line
social network environment

26. Plant of the Month: Facebook Page
Solutions
Additional activities aimed at keeping high levels of fan interest and increase the fan
base
1. Introduction of Live Guests: involvement of Green experts/Green bloggers to answer fans’
questions on botanical issues directly on the page and develop specific editorial focus on the plant of
the month
2. Co-Marketing activities aimed at opportunities to raise awareness
3. Development of off line events to establish a direct connection between consumers and the on line
social network environment
1. Development of facebook advertising campaign ads and on line contest

27. Plant of the Month Facebook Page
Results:
TOT number OF green expert POSTS: 25
TOTAL ENGAGEMENT LEVEL
(sharing, comments, likes): 175
??.??.??

28. Plant of the Month Facebook Page
Solutions
Results:
TOT number OF green expert POSTS: 25
TOTAL ENGAGEMENT LEVEL
(sharing, comments, likes): 175
??.??.??

29. Plant of the Month Facebook Page
Solutions
1. Live Blogging: One month after the new page launch, we planned a dedicated Live
intervention day by a green expert on the FB page dedicated to the pot plant of the month. The
green blogger researched various news and curiosities about the plant and posted them following an
editorial plan created in collaboration with the agency. A special downloadable greeting card designed
by the blogger was also published and was available for download to all Facebook fans.
Results:
TOT number OF green expert POSTS: 25
TOTAL ENGAGEMENT LEVEL
(sharing, comments, likes): 175
??.??.??

30. Plant of the Month Facebook Page
Solutions
1. Live Blogging: One month after the new page launch, we planned a dedicated Live
intervention day by a green expert on the FB page dedicated to the pot plant of the month. The
green blogger researched various news and curiosities about the plant and posted them following an
editorial plan created in collaboration with the agency. A special downloadable greeting card designed
by the blogger was also published and was available for download to all Facebook fans.
Results:
TOT number OF green expert POSTS: 25
TOTAL ENGAGEMENT LEVEL
(sharing, comments, likes): 175
??.??.??

31. Plant of the Month: Facebook Page
Results: More than 200 uploaded
pictures and new fans obtained

32. Plant of the Month: Facebook Page
Solutions
Results: More than 200 uploaded
pictures and new fans obtained

33. Plant of the Month: Facebook Page
Solutions
2. Co-Marketing activities aimed at increasing awareness of plant of the month
Results: More than 200 uploaded
pictures and new fans obtained

34. Plant of the Month: Facebook Page
Solutions
2. Co-Marketing activities aimed at increasing awareness of plant of the month
In order to grow fan numbers a special In Store event with an accessory brand Camomilla Milano was
organised. A special shop window with a display of Roses was set up: inside the shop, customers
were able to have their picture taken by a professional photographer with their small rose plant donated
as a gift. The pictures were uploaded directly on the facebook page, from where customers could
download their picture directly.
Results: More than 200 uploaded
pictures and new fans obtained

35. Plant of the Month: Facebook Page
Solutions
2. Co-Marketing activities aimed at increasing awareness of plant of the month
In order to grow fan numbers a special In Store event with an accessory brand Camomilla Milano was
organised. A special shop window with a display of Roses was set up: inside the shop, customers
were able to have their picture taken by a professional photographer with their small rose plant donated
as a gift. The pictures were uploaded directly on the facebook page, from where customers could
download their picture directly.
Results: More than 200 uploaded
pictures and new fans obtained

36. Plant of the Month Facebook Page
Total passage of people: around 190.000

37. Plant of the Month Facebook Page
Solutions
Total passage of people: around 190.000

38. Plant of the Month Facebook Page
Solutions
3. Off line Guerilla Events: Metro Therapy
Total passage of people: around 190.000

39. Plant of the Month Facebook Page
Solutions
3. Off line Guerilla Events: Metro Therapy
In the middle of a chaotic work day we offered a Metro Therapy session, with the help of plants, to
all tube passengers. A special ‘Poinsettia’s living room’ was placed right at the entrance of two main city
tube stations. Everyone who visited received a gift of a small Poinsettia with a special message in
the card which said “I’m your plant, take me with you!” and with instructions for downloading
their photo on the Facebook page.
Total passage of people: around 190.000

40. Plant of the Month Facebook Page
THE METRO THERAPY MADE
PEOPLE FEEL BETTER!
more than 1.000 pictures taken!

41. Plant of the Month Facebook Page
Results
THE METRO THERAPY MADE
PEOPLE FEEL BETTER!
more than 1.000 pictures taken!

42. Plant of the Month Facebook Page
Results
2. Off line Guerilla Events: Metro Therapy
THE METRO THERAPY MADE
PEOPLE FEEL BETTER!
more than 1.000 pictures taken!

43. Plant of the Month Facebook Page
Results
2. Off line Guerilla Events: Metro Therapy
The pictures of the event were uploaded as an album on the Facebook page and a special Flickr
FCH dedicated album was also created. Guerrilla Visitors could easily find their photos through direct
Facebook and Flickr links, tag it, share it and download it.
THE METRO THERAPY MADE
PEOPLE FEEL BETTER!
more than 1.000 pictures taken!

44. Plant of the Month Facebook Page
Solutions
4. Contest and Facebook ads campaign for “Grandparents’ day” initiative
The national celebration of Grandparents’ day is part of the programmed annual activities by the Flower
Council of Holland: FCH’s aim is to promote plants as the ideal gift for grandparents. In order to develop
the PR plan, we used the facebook page ‘le piante donano gioia’ as a crucial tool to support the
integrated activity, which included:
1) Creation of a contest/survey (in collaboration with a research institute) hosted on festadeinonni.it
website
2) Promotion of the contest/survey on facebook with the creation of a especially created tab linking to
the main website
3) Set up of facebook ads campaign (around 3 weeks) promoting the contest and inviting users to
become fans
4) Organization of two off line family events to celebrate grandparents day and promote the contest off
line

45. Plant of the Month Facebook Page
Results
More than 16,000 unique visitors to the website and 10,000 contest registrations
Facebook tab website

46. Plant of the Month Facebook Page
Results
Facebook fans went from around 400 to more than 12,000 in less than a month with a high
level of fan engagement and participation

47. Plant of the Month Facebook Page
Results
More than 1,500 people participated in the family events with around 500 pictures taken
and uploaded on facebook

48. You want to know more?
Please contact us
Kathryn Bishop
Phone +44 2070893695
kathryn@ecco-network.com
ECCO International Public Relations Ltd.
156 Bermondsey Street
London SE1 3TQ
United Kingdom