Dive Brief:
- Teleflora ran an out of home (OOH) activation in Washington, D.C., called “Wall of Love” made up of 1,000 floral bouquets and last week released videos of people taking down the 50-foot wide and eight-foot-tall wall to share the flowers as part of the “Love Out Loud” campaign, per a press release made available to Marketing Dive. As of last week, the sharable online videos had more than 2 million views.
- The videos can be found on Facebook, YouTube and at Teleflora.com and the effort is tagged on social media with #LoveOutLoud.
- The campaign, including the OOH activation and videos were created by Teleflora’s in-house creative group, Wonderful Agency.
Dive Insight:
The entire effort is a great example of a brand repurposing creative output. The initial OOH campaign made a local impact, but Teleflora chronicled the experience for video content that gives the initial push an ongoing life online. OOH marketing has been a big trend in 2017, in part because brands a way to tap into consumer interest in real-life experiences they can share with their friends on social media. Teleflora takes this idea one step further by using those experiences as the basis of a digital video push.
The videos share a moment when a diverse group of people came together to reach out with those they love, said Teleflora’s chief creative officer Darren Moran in a statement. The “Wall of Love” serves as visual reminder that everyone can create positive changes in people’s lives, he said.
The campaign also hits a common theme in marketing right now in promoting positivity. Research from digital video analytics firm Ace Metrix backs up the value in positivity marketing. Its study from October found video ads based around compassion, kindness and ingenuity had the highest combined scores on attention and likeability.
