NetFlorist's 'Say It With Cacti' Was Created to Get Around Drought
Laura McQuarrie — May 28, 2019 — Marketing
References: netflorist.co.za & adsoftheworld
Bouquets of flowers are often sent to send a variety of well-wishes but in the face of a drought, South Africa's NetFlorist saw sales suffering and created a way for customers to 'Say It With Cacti.' Rather than sending flowers, consumers were able to send cacti to say everything from "happy birthday" to "congratulations!" To incentivize people to make the switch to sending a cactus during a time of water shortage, NetFlorist pledged to support the National Drought Relief Fund with each purchase.
Say It With Cacti turned out to be one of NetFlorist's most successful promotions, resulting in a 46% spike in sales. Fortunately, soon after the promotional period, South Africa experienced much-needed rain and the business was once again able to blossom as usual.
Say It With Cacti turned out to be one of NetFlorist's most successful promotions, resulting in a 46% spike in sales. Fortunately, soon after the promotional period, South Africa experienced much-needed rain and the business was once again able to blossom as usual.
Trend Themes
1. Cactus-sharing - Using cacti as an alternative to traditional flower bouquets to send well-wishes during a time of water shortage.
2. Drought Relief Fund - Supporting drought relief initiatives through consumer purchases of cacti instead of flowers.
3. Sales Spike - Achieving a 46% increase in sales through the Say It With Cacti campaign.
Industry Implications
1. Floral Industry - Exploring innovative alternatives to traditional flower bouquets in the face of environmental challenges.
2. E-commerce - Leveraging creative campaigns and eco-friendly options to drive online sales during water scarcity.
3. Fundraising - Partnering with social causes to encourage consumer support through unique product offerings.
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