The third Monday in January has become known as Blue Monday, supposedly the most depressing day in the year. This seemed to be the perfect opportunity for Liverpool ONE to spread the feel-good factor across the city.
Influential’s UK Consumer PR Director Jane Woodhead came up with the ‘flower drop’ initiative for 2018 and worked with our client Liverpool ONE to bring the idea to life on Blue Monday in 2018 and again this year.
This sort of creativity and out of the box thinking has been key for Influential’s consumer PR team recently, as they have delivered a number of hugely successful campaigns for clients such as Liverpool ONE, Camelot and The Blackpool Tower.
A hundred bouquets, packaged into pairs appeared on the streets of the retail and leisure destination. Those lucky enough to find the bright blooms were encouraged to share the love and pass on a bunch to a friend, loved one or even a stranger.
Donna Howitt, marketing director at Liverpool ONE, said: “We hope this has brought a smile to the faces of visitors. It is a little cheerful gesture to our customers many of whom will be passing through on their way to work.”
It was obvious that the gesture really resonated with Liverpool ONE’s social media followers, as their Blue Monday posts about the flowers were met with hundreds of retweets, likes and shares.
The recipients of the bouquets also clearly appreciated the gesture, with many taking to Twitter to share a picture and express their gratitude to Liverpool ONE.
It also captured the imagination of local media, with several articles across the day commenting on the thoughtful idea.