Interflora, the original network of local florists, has appointed performance marketing specialist Journey Further to unify and optimise the brand’s organic and paid search activity.
The brief, which was won through a competitive pitch process, will include PPC and SEO, as Journey Further utilises its unique proprietary marketing platform, Salient, to drive search excellence for the century-old floristry brand.
Central to the win was Salient’s total search functionality, offering the ability to prioritise discoverability in search, ensuring activity is efficient, aligned and optimised and giving Interflora the chance to identify opportunities to drive incremental sales whilst reducing cost and wastage.
Caroline Adams, head of marketing at Interflora said: “Interflora operates in an intensely competitive search landscape that has become more and more complex over the last few years. This pitch was driven by a desire to improve our overall performance in search by ensuring our efforts think about paid and organic channels side by side.
“The pitch was highly competitive but Journey Further seemed like the best fit for our needs with impressive expertise across search and eCommerce, proven results, proprietary tech and a culture and attitude that aligned perfectly with our own. We are really excited to be working with them and look forward to driving some exciting projects forward.”
Paul Norris, organic director at Journey Further said: “This brief gave us the perfect chance to showcase the future of search, beyond traditional performance silos. One integrated solution [is] powered by useful tech to make budgets work harder, understanding relevance to reduce over-reliance on paid media by improving organic visibility. Interflora is the original flower delivery brand and we can’t wait to deliver beyond performance results for them.”
