The Transylvania Florilegium - product marketing campaign
Addison Publications is a producer of extremely rare, extremely limited books on the subject of flowers. These extraordinary editions sell for between £15,000 - £50,000 each. Existing clients include natural history museums, private collectors and Royal Families.
The Transylvania Florilegium is a two-volume set, comprising paintings of rare wildflowers found on the private estate of HRH The Prince of Wales, in Romania.
Addison Publications wanted help to elevate their online presence and generate better quality enquires.
My Role
I wanted to demonstrate the books in a style reminiscent of the Dutch Master painters. Conveyed to the audience in this relatable and sympathetic direction, I wanted to evoke a sense of prestige, collectability and rarity to these exquisite volumes.
I assembled a production team of stylist, florist, photographer and assistant, with whom we captured the stills in a painterly way.
Social - Targeted campaign
Using Addison's pre-existing mailing list, we generated a lookalike audience within Facebook's Ads manager. We built campaigns and ad sets targeting the group with messaging around the exclusivity and collectability of the volumes.
The Learn More CTA took users to a campaign landing page, where they we could tease further details and collect contact information.
Later, we retargeted engaged viewers with secondary messaging, for a chance to see one of the books in person, at the London or New York offices.
Next steps
Phase two of the project, which will feature portraits of the artists and makers themselves, is currently being pitched to various exclusive lifestyle publications.
