PROJECT DESCRIPTION

We partnered musician Jason Derulo with PassionRoses to drive traffic to the website…. and the results were phenomenal.

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THE CHALLENGE

In early 2014, PassionRoses.com was launched by the B2B parent company Passion Growers, as a B2C interfacing website. The new website provided a platform where customers could purchase the high quality Colombian roses directly from PassionRoses versus their grocery or floral retailers. PassionRoses’ tasked Hollywood Branded to drive consumers to the new website for Valentine’s Day purchases, to vie against major ad competition during this period by larger competitors including 1-800 Flowers, FTD and Teleflora. The project was to be completed with no ancillary budget other than the costs of roses and shipping.

 

  • Target New Demographic
  • Launch New Branding & Website
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THE SOLUTION

Hollywood Branded’s team went well above and beyond the request.  We researched relevant shows, and as part of the overall initiative secured the opportunity to incorporate Canadian Club through the production crew at AMC’s Mad Men for Season 4.  The brand was a natural fit for the show, as whisky was historically the drink of choice for many advertising executives in the heyday of the TV’s time period.   Our team then worked with the client and TV production to design – and glue –  historically accurate labels to place on the bottles on the series.


The Result

On February 14th, Hollywood Branded’s activation team met the shipment of PassionRoses sent from Colombia and spent the day turning a hotel suite into a 10,000 rose display fit for royalty. As negotiated, that afternoon Jason Derulo posted a picture of himself with Jordin Sparks in their hotel suite filled to the brim with 10,000 Cayenne roses. That was just the beginning. Derulo also posted the time-lapse photograph of the build set to his newly released “Talk Dirty” beat, along with additional photos and comments supporting the stunt. Jordin additionally shared pictures of the roses over the next week on her social sites, and weekly celebrity gossip magazines picked up the story! Through Derulo & Sparks’ own social media profiles, PassionRoses received 18 social media posts across 5 platforms, reaching over 26MM Fans and engaging with over 700K of those followers. Plus, the extraordinary stunt provided PassionRoses over 187MM impressions from 50+ press outlets including, People Magazine, E! Online & E! News, Us Weekly, Huffington Post, Perez Hilton, OK! Magazine, and many more.

 

The results for the client – success on all fronts accompanied by a trackable and sales impacting drive of traffic directly from the social media post sites.

  • Derulo & Sparks Posted 18 times across 5 platforms
  • 50+ Press Outlets
  • Over 187MM Impressions