In the heart of the Netherlands, known for its sprawling tulip fields and innovative horticulture, Bredefleur, a renowned lily grower, has launched #GrowYourOwn, an initiative that marries the beauty of lilies with the power of social media to create a community of flower enthusiasts. This unique campaign provided the direct customers of Bredefleur who are purchasing lily flowers for wholesale with a special gift: planted lily bulbs in a pot, ready to grow and bloom in the comfort of their own homes or businesses.
#GrowYourOwn from Bredefleur
Many received a container with 3 bulbs already planted in soil and began their journey to document the growth and flourishing of the lilies across various social channels. This initiative was met with overwhelming enthusiasm, as participants eagerly shared updates on their lilies’ progress, from sprouting shoots to fully blooming flowers. The campaign quickly gained momentum, turning into a social media sensation and highlighting the beauty and versatility of lilies in a new and engaging way.
Bredefleur's grower Ruben Evers even shared tips along the way to help people grow their lilies the best way. One of the first tips of the week from Ruben was:
"The plant has started to make 'top' roots, so make sure you keep it moist. And he has now also made the first leaves, so he can use enough light 😎 ☀️."
And many more followed:
"Grow Your Own Tip of the Week: Turning the Pot Sometimes 💪"
People started sharing pictures on the social channels. From their working areas, and even from their homes.
"Tip of the Week: The Lilies Could Use All the Sunshine 😎 to Get Good Colour on the Leaves 👌"
Not always things go as planned,...
Some customers send pictures where 1 of the bulbs does not come (Right) Out. And yes we also have that sometimes with cultivation. But if you manage to get them to flower you certainly won’t be disappointed.
But, mostly, things went as planned:
Yes, the plant is mature enough to start budding now and that’s the best thing about it! Its stem is long enough and its leaves are big enough to put all its energy into its bud that is why it is important that the plant gets as much light as possible to raise that fantastic flower.
Ruben Evers kept people engaged!
An Element of Intrigue Was Added
Adding an element of intrigue and community engagement, Bredefleur introduced a competition inviting participants to guess the variety of the lilies provided. With all participants receiving the same variety, the challenge sparked discussions and guesses, fostering a sense of camaraderie among the participants. The winner of this contest received a prize, further cementing the initiative's success and participants' engagement.
"Bloomon is the winner, congratulations! They were the first to guess that the lily bulb from our GrowYourOwn pot is our beautiful salmon-colored Zelmira. Are your lilies still growing so beautifully too? #GrowYourOwn"
This campaign by Bredefleur not only showcased the quality and beauty of their lilies but also demonstrated the company's innovative approach to marketing and community building. By leveraging social media and the universal love for flowers, Bredefleur succeeded in creating a memorable experience that connected people through the shared joy of watching lilies grow and flourish. This initiative serves as a testament to the enduring appeal of lilies and the innovative spirit of Dutch horticulture.
