1. Interflora: Random Acts of Kindness
September–October 2010
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2. Our objective? To create a groundswell of positive
word of mouth that reinforced the Interflora brand values
of exceeding expectations and delivering a personal,
trusted service to brighten up people’s days
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3. We monitored Twitter to identify people having a bad
day, and responded by offering a free bunch of flowers
to cheer them up

4. These Random Acts of Kindness
provoked joy and happiness

5. and reached over 130,000, creating tremendous
positive word of mouth in the Twitter community

6. Our accompanying blogger outreach campaign
involved the most influential mummy bloggers

7. We devised a creative campaign to tell the bloggers how
much we loved their blogs, sending them customised
bouquets to match their blogs’ colour scheme

8. The Mummy blogger activity generated overwhelmingly
positive blogs posts, which in turn created positive reactions
from the wider community, reaching over 615,000 people

9. Interflora received praise and recognition
as a pioneering brand

10. with positive word of mouth spreading across news sites,
blogs and Twitter reaching 1.75m people