The challenge
Prestige Flowers is one of the UK's leading online florists. Founded in Halifax by brothers Simon and Phillip Crowther, it has delivered more than 12 million bouquets and gifts across the country. The business also runs two sister brands, Haute Florist and 123 Flowers, and the campaign represented all three.
Gifting is brutally seasonal. A florist's year is decided in a handful of weeks around Valentine's Day, Mother's Day and Christmas, so coverage that arrives a fortnight late is coverage wasted. Prestige Flowers wanted press attention that landed precisely when people were ready to buy, and links that would strengthen its category pages before each peak rather than after.
Our approach
Each campaign was planned backwards from the trading calendar. Gift guides, royal gifting stories and seasonal research were pitched to land in the build-up to the three peaks, when shoppers were choosing where to order, and every story was matched to whichever of the three brands it suited best, and checked against search and sales data before it went out.
Between the peaks, flower care kept the brand in print. Prestige Flowers' experts answered the questions readers actually ask, when to water, where to keep peonies, how to revive hydrangeas, which put the florist on the gardening and lifestyle pages of Ideal Home, Homes & Gardens and the nationals all year round. Prestige Flowers experts, including Head of Brand Elise Harlock, were positioned as sources on flower care, gardening and seasonal gifting.
The point of all this Digital PR was the link profile it left behind: 1,600 editorial links pointing at the pages that sell, earned from titles readers trust, so each seasonal push started from a stronger position than the last.
The outcome
Over 32 months, marco/richards' digital PR campaign for Prestige Flowers produced 2,456 pieces of coverage across the three brands, an average of 77 a month, and 1,600 backlinks from sites with an average Domain Authority of 70.
The coverage generated 3.2 billion opportunities to see, and its timing showed up where it mattered: branded search at seasonal peaks rose to 2.5 times its previous level, meaning more shoppers went looking for Prestige Flowers by name in the very weeks the business is built around.
The campaign has also strengthened Prestige Flowers' visibility across search and AI discovery by earning authoritative third-party coverage and editorial links. Those links and that search equity remain in place, working for the brand long after the final campaign wrapped.
