Inspiration can come from many sources, and appear when you least expect it. After browsing Instagram, Honchō discovered a Reel detailing a hack which involved using bleach in your flowers to make them last longer. Knowing that this would be a rising trend, Honchō wanted to be the first to create an informative campaign detailing the use of this hack.

This allowed us to take a creative approach to finding newsworthy topics, by finding viral content and tips, making them relevant to our clients, and turning them into news.

This campaign was created as part of our ‘quick win’ approach, where we are able to create news stories at relatively low cost in-between hero campaigns. 

In order to make this story newsworthy, we included;

• Details of the viral hack - including the number of views, proving it to be of public interest
• Expert commentary in order to explain the science behind it
• The cost of a bottle of bleach so we were able to target journalists with headlines such as ‘This 70p hack will ensure your flowers last longer’

We all know the cost of living crisis is still very much a large part of the news agenda, so a cost-saving hack would appeal to not just Eflorist’s target audience, but wider UK readers.