Azalea Blooms - a mammoth in the fresh cut flower consolidation market had been functioning with minimal digital presence and indistinct branding. Given that most of the industry still functioned offline, the challenge was to map out the brand story and present it to a brand new digital audience.
We found the potential for storytelling with Azalea Blooms was incredible given that the business was successfully running for 30 years but the brand was still in a nascent stage. The pre-existing website was static with minimal information about products and the company. Our approach to the collaboration was to therefore, start from scratch:
We set about creating Azalea’s visual identity while simultaneously fleshing out their narrative, tonality and style. This involved developing a strong visual identity kit - a compelling and distinct logo, corporate branding elements and packaging assets. We then developed a comprehensive and responsive product catalogue featuring the multitude of flower types and varieties that Azalea Blooms offered.
The website was conceptualised and developed to act as a digital extension of the business. The founding story, logistical planning and the various farm partnerships undertaken by Azalea were described in detail to provide buyers with more insight into the procurement process as well as building brand credibility. We designed a comprehensive list of products to bring more visibility into the wide range and selection of products available. A detailed blog was also developed to extend Azalea’s experience and expertise to the fresh cut flower community targeting several stakeholders - farms, potential customers and end consumers.
We took it a step further and digitalised the process of booking a consignment by creating an exclusive online member portal complete with a user-friendly backend CMS system for employees to easily add, edit and/or remove items. Pre-existing customers were provided with login credentials where they could select the type and quantities of flowers required. This was followed by an order confirmation and live tracking of the shipment right up to delivery. All the site content including the blog was optimised to be at par with global SEO standards further increase visibility.
Offering a purely B2B service, the challenge was to find and connect with a flower loving community of direct customers and end consumers on social media. We developed creative campaigns with striking visuals for social channels - primarily instagram. Through engaging content, we attracted over 500 followers in 4 months with an average of 3% engagement rate on posts. We were able to generate multiple leads via direct message. We finally closed the loop on digital interaction by redirecting users back and forth between the website and social platforms thereby enhancing website visits and engagement by over 75% over the course of 1 year.
