10 million users and 200K Facebook fans later...

...we launched a custom social media initiative that heightened brand awareness by taking flower delivery viral.

The situation

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. 

Award winner

  • Received the Gold Key Award for Social Media Campaign from the Colorado Business
    Marketing Association.

Nurse-Family Partnership Portfolio

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