Flying Flowers

Flying Flowers, owned by Interflora, is a well-established ecommerce brand specialising in flower delivery. While the site ranked strongly for informational content, like birthday wishes and what to write in a Valentine’s card, the Flying Flowers and Tank team identified the need to appear more prominently in search results for high-intent, commercial keywords that would deliver increased revenue.

The marketplace for flower delivery is highly competitive, with dominant players like Bloom & Wild, Marks and Spencer, and even the Flying Flowers mothership – Interflora – capturing most of the top spots. Flying Flowers was looking to increase its volume of backlinks and brand mentions to strengthen its search authority for one of its key search terms, ‘flowers by post’.

The business approached Tank to activate a Digital PR project that could deliver measurable commercial results.

We delivered a multi-pronged digital PR campaign to secure high-quality backlinks, improve rankings and attract relevant traffic. The centrepiece – The Best Wildflower Walks in the UK – analysed over 800 trails using AllTrails, TripAdvisor and Google Reviews data, positioning Flying Flowers in lifestyle, regional and national press. This was supported by quick-turnaround expert tips, seasonal commentary and product placement opportunities, keeping the brand front-of-mind while building authority.

This targeted PR activity not only improved Flying Flowers’ visibility for a competitive, high-value keyword but also demonstrated that strategic PR can deliver measurable commercial benefits in a crowded ecommerce sector.

Ranking for flowers by post improved from positions 9 – 10 to position 7 in space of three months. Coverage in top-tier media including The Sun, Daily Express, Mirror, Yorkshire Post, Cornwall Live, and Secret Manchester.