Project Description


Jason Derulo – PassionRoses Social Media Campaign









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

The Challenge

In early 2014, 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

The Solution

Hollywood Branded’s team designed and activated a dozen stand-alone campaigns to answer this challenge, including 5 national talk shows and additional local TV and radio rose giveaways for the holiday.  We additionally wanted to create a social media and PR driven celebrity campaign – with the goal to utilize the celebrity’s fan base to organically create social media chatter and drive traffic to the brand’s website.  The celebrity needed to be well known with a large social fan base, and an image that would support PassionRoses family values.  Hollywood Branded sourced and signed Warner Bros. clean-image and brand-friendly musician Jason Derulo, who not only had a major album around the corner to creatively promote, but also the desire to surprise his girlfriend with an over the top declaration of his love.

In exchange for providing Derulo the opportunity to overwhelm and astonish girlfriend Jordin Sparks, former American Idol winner, with an over the top rose display, Derulo agreed to provide at least one social media post with a picture of the stunt, on Facebook, Twitter, and Instagram mentioning the brand. A photographer was hired to time lapse photograph the entire build to provide additional content for PassionRoses.

  • Celebrity Partnership with Jason Derulo
  • Social Media – Post went viral with pictures, video, and press hits.

The Results

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


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