The marketing team at Warner Bros. invited us to participate in the press campaign for the rollout of the Christmas Day release of "The Color Purple." The campaign involved a 25-city press rollout, where radio and TV outlets in select markets would receive a beautiful flower arrangement created with flowers from a recipe specifically curated with the film’s themes in mind. While we had the option to pre-arrange the flowers and ship them directly to each recipient, we instead decided to tap into our robust community of talented Black women florists to help bring this special project to life.
Empowerment and Collaboration
In keeping with the film’s theme of the empowerment of Black women, we enlisted skilled Black women florists in each of the assigned cities across the country to create and deliver these arrangements to pre-selected media outlets. This collaboration not only promoted "The Color Purple," a beloved classic, but also empowered and supported Black florists nationwide.
Social Media and Digital Expansion
Each city’s florist captured content of their floral creations, which was then posted on their respective social media page to further expand the digital footprint of the campaign. This initiative not only highlighted the florists' talent but also celebrated the empowerment and creativity of Black women in the floral industry.
Results and Impact
The results were impressive: 25 markets received a total of 50 arrangements, each crafted by a local Black woman florist. The cities included Austin, Baltimore, Boston, Charlotte, Chicago, Cleveland, Dallas, Denver, Detroit, Houston, Kansas City, Los Angeles, Miami, New York City, Orlando, Philadelphia, Phoenix, Raleigh, Sacramento, San Diego, San Francisco, Seattle, Tampa, and Washington DC.
View our The Color Purple press-drop instagram video recap here.
Conclusion
Through this campaign, we delivered beautifully curated flower arrangements to the press, creating a buzz for the film's release. The initiative fostered community engagement and supported small Black-owned businesses, embodying the spirit of "The Color Purple." This collaboration showcased the power of unity and creativity, leaving a lasting impact on both the recipients and the florists involved. "The Color Purple" went on to have the second-biggest Christmas Day opening ever.
