FLORAL STREET

Two floral-scented perfume bottles, one yellow with sunflower illustrations labeled 'floral street sunflower pop' and one pink with peony illustrations labeled 'floral street wonderland peony,' placed on a light-colored surface with a soft shadow and a blurred background.

ESTABLISHING SOCIAL & INFLUENCER PRESENCE FOR FLORAL STREET FRAGRANCES

Background: Floral Street was preparing to launch as a new fragrance brand and needed to build its social presence from the ground up. I was brought on ahead of launch to lead the development and rollout of its social channels, establishing how the brand would show up and communicate online from day one.

Client Needs: With no existing social presence, the priority was to create a clear identity for Floral Street across social — from its tone of voice and content style to the audiences it wanted to reach. Alongside launching and growing the channels, the brand also wanted to establish an influencer strategy that would introduce Floral Street to relevant communities, build awareness and create conversation around the launch.

Collection of five floral street perfume bottles and five corresponding perfume sample vials laid out on a surface. The bottles feature floral designs and vibrant colors including orange, dark purple, and light pink, with spray caps, and the vials have labels matching their bottles.

Results: Floral Street launched with a clear and distinctive social presence, giving the brand a strong foundation across its new channels from day one. The tone of voice and content strategy helped establish its personality online, while influencer partnerships introduced the brand to new and relevant audiences, driving awareness, conversation and traffic around the launch.

By the end of my time with Floral Street, the brand had an established social identity, growing community and influencer strategy in place - creating a solid foundation for the team to continue building on as the business grew.


Approach: I led the development of Floral Street’s social presence from the ground up, working closely with the team to define how the brand should look, sound and behave across social.

  • Strategy & positioning: I researched the fragrance category, target audience and wider social landscape to identify where Floral Street could stand apart, using those insights to build the launch social strategy.

  • Tone of voice: Working closely with the brand team, I developed a distinct social tone of voice and key messaging pillars that gave Floral Street a recognisable personality across its channels.

  • Content creation: I planned and managed shoots to build out the brand’s initial bank of social-first content, establishing a consistent visual identity and giving the team the assets needed to launch and grow its channels.

  • Influencer strategy: I developed the brand’s approach to influencer marketing, identifying and partnering with creators who felt genuinely aligned with Floral Street and could introduce the brand to relevant new audiences.

  • Launch & channel management: I brought each of these elements together to launch and manage Floral Street’s social channels, building its presence, community and content output from day one.