The brief:

Raise awareness of the online florist by increasing their founder’s profile


The plan:

Carve out a unique voice on female empowerment in branding, led by Floom’s founder Lana Elie.


The project:

Floom is an online flower marketplace turning the floristry industry on its head for the digital age. They approached Rebecca Abigail to secure press coverage for their founder Lana Elie, wanting to position her as a key voice in the digital and entrepreneurship spaces, raising awareness of the business as a secondary outcome.


In a short few months, Rebecca Abigail secured high-profile pieces for Lana in a variety of top-tier publications including The Daily Telegraph, Stylist and HuffPost. We honed in on the female empowerment Lana drew on to create her innovative brand to provide a fresh new angle, delivering strong coverage results in relevant titles.


Rebecca Abigail simultaneously ensured that Floom and Lana were a part of continuous conversations in UK press, securing coverage in high circulation media outlets such as the Metro and MailOnline, using the Royal Wedding story as a hook.