INTERFLORA

Sparking a Bold Movement with Red Lips and Real Talk

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Interflora: Sparking a bold movement with red lips and real talk

Ahead of International Women's Day, Interflora wanted to deepen its cultural relevance and emotional resonance with its audience of modern women. The brand’s goal? Launch a campaign that celebrates the power of female voices and encourages more women to find the confidence to speak up – whether that’s about the big issues or the everyday truths that matter to them most.

While women are increasingly finding the courage to speak up, many still struggle to find their voice. We conducted research that uncovered the barriers that hold women back when it comes to using their voice - fear of being labelled “too outspoken”, a lack of confidence, and societal expectations that still run deep.

Our idea? Champion women who have already found the strength to speak their truth – and use their stories to empower others to do the same. We launched For The Love of Women, a bold campaign rooted in real women’s voices and inspired by The Red Lip Theory – the idea that wearing a bold red lip is an act of confidence, power and passion.

We partnered with Project Cosmetics to spotlight their signature red lipstick as a bold emblem of the movement – featured in campaign mailers, gifted to influencers and media, and available to purchase online. It became a rallying cry: put it on, speak up, and say more.

Throughout March, we fuelled the conversation with targeted gifting, community engagement and storytelling, encouraging women to flood social media with bold red lips and bolder words – a digital display of strength and solidarity.

To maximise reach and relatability, we brought on TV personality and cultural commentator Emily Atack as our campaign ambassador. Known for her fearless takes on body image, online harassment and the pressures of modern womanhood, Emily embodied everything For The Love of Women stood for. Her content reached millions via a powerful Instagram content, helping to spark widespread engagement.

The campaign reached over 5.3 million people and achieved a 32.7% share of voice for the month of March – more than doubling Interflora's initial benchmarks. Emily Atack’s content alone delivered over 3.4 million impressions, with strong positive sentiment across social. User-generated content continued to roll in, proving that women not only heard the message - they embraced it.

Through culturally relevant storytelling, strong influencer partnerships and a bold visual symbol, we helped Interflora do something powerful: amplify the voices of women everywhere, and encourage even more to say more.