10 million users and 30,000 Facebook fans later...
...we launched a custom social media initiative that heightened brand awareness by taking flower delivery viral.
Despite a national presence and strong support from local, state, and federal governments, Denver-based nonprofit Nurse-Family Partnership lacked awareness for its national public health program, which helps improve the lives of low-income, first-time mothers and their babies.
What we did
Launched "Flowers for Moms," a custom Facebook application, shortly before Mother's Day to help improve Nurse-Family Partnership's name recognition and brand awareness.
Encouraged users to honor the moms in their lives by sending them virtual flowers.
Attached personal messages of appreciation to the virtual flowers.
Directed users to a thank you page spotlighting Nurse-Family Partnership, and gave them the option to become a fan on Facebook, make a donation, read organizational success stories, or learn more via the organization’s website.
What we achieved
With no advertising (Facebook or otherwise), Flowers for Moms was released with a soft launch and immediately went viral.
Within several weeks, the application garnered more than 10 million users and nearly 30,000 fans. In addition, Nurse-Family Partnership collected approximately $10,000 in donations and saw accelerated growth in “likes” on its Facebook page and visits to its website.
Themed flower bouquets are being added throughout the year. At the height of activity, the application saw more than 52,000 active users each month.