Flora Love Your Heart Campaign Case Study

Flora is a brand under the Unilever company, that produces fat spreads; many people have it in their houses as it is recognised as a healthier option in comparison to butter and other fat spreads. The first Flora was launched in 1960 via pharmacies, by 1962 it was available in local shops as a commercial product.”
The Flora “Love Your Heart” campaign is a campaign I have chosen because has made an impact on society and the way people live their lifestyle. Flora created a video that was posted on Youtube, which is an online video viewing platform. The video became on of the most viewed videos’ in South Africa, reaching 1 million-plus views. “The video features actual families from Villiersdorp, where Flora ran a 21-day cholesterol-lowering
The channels used for this campaign were Youtube, Twitter, website and Facebook
YouTube is a video-sharing website where people upload videos for the public to view. This channel is one of the most strongest platforms as you post longer footage then one would see on a television commercial.
Twitter is an online social networking platform that gives an opportunity to users to send and read short 140-character messages called "tweets". This platform is powerful as it is conversation based and users converse with each other, it also allows brands to conversate with their consumer. Flora used it so they can create a conversation about their cholesterol challenge, using the hashtage #CholesterolChallenge.
The Flora brand used its website, to further communicate their message as well as show you their products. http://www.florastrongheart.co.za/ is the website.
Facebook is an online social networking platform that allows users to add each other as friends and message each other as well as send posts to each other. Facebook is the biggest social network in the world. On Facebook Flora has a page called “Flora Strong Heart”, the page has a link to the Cholesterol challenge as well as the products under the Flora
Having noticed a trend in how people were more conscious about what they buy. They also leveraged on the rise in digital, with consumers having more access to the Internet through mobile. The social networking boom allows a group of individuals to set trends and create a snowball effect where more people join the trend, if it’s good.
Flora has also leveraged on the Data Myning trend, which focuses on the importance of customer data to brands. “consumers seek to own and make the most of their lifestyle data, and turn to brands that use this data to proactively offer customers help and advice on how to improve their behaviour.”
Brands nowadays have become more consumer orientated and are built around the consumer. The consumer is also trend oriented and nowadays a group of individuals is conscious about their health. With more people joining gyms every year it shows that more people are conscious about the foods their eat and how they look. The increase in heart diseases is also a trend and Flora is taking advantage by fighting for the cause. With social media platforms making it easier to set trends as well as find out what is trending, brands can relate to their consumer. Trends allow the brands to find gaps in the market and keep them relevant to their