Leading Here We Flo's landmark £1 m grand prix winning campaign
The Opportunity
In 2019 Here We Flo was a two-person start-up turning over about £100k and selling mostly online. As employee #1, and the company’s entire marketing team, Diandra helped build the brand from the ground up: new e-commerce website, fresh packaging, social-ready tone of voice and the first international retail listings. By 2021 revenue had climbed to just under £1M, but the next jump called for mass-reach awareness.
Sky Media’s inaugural Zero Footprint Fund offered exactly that: a £1 million award, offering prime-time TV airtime for a single, sustainability-minded brand. The brief was to win the award and use the prize and media windfall to push Here We Flo well past the £2 million mark.
Process
1.Winning the pitch
Managed the agency that wrote No More Period Dramas: a Bridgerton-style spoof that swapped silverware for tampons to normalise period talk while spotlighting Flo’s organic period products.
Backed the creative with hard numbers on the environmental effects of single-use plastic menstrual products and shopper attitudes, then beat 200+ entrants to take the £1 million Grand Prix
1.Producing the advert
Partnered an managed a leading TV advertising agency that employed an all-female crew to shoot the 30-second ad to Sky’s highest sustainable-production standards.
Planned two on-air bursts across drama, reality and entertainment breaks most-watched by women 18-34, combining linear TV, VOD and AdSmart to balance reach and frequency.
3.Making every second count
Ran a press push that landed coverage in Campaign, Marketing Week and Sky News on launch week.
Repurposed the footage for paid social, in-store screens, TikTok reaction videos and influencer stitches, turning one asset into a full-funnel toolkit.
Used the TV halo to secure new listings with Boots, ASOS and Next and to negotiate end-cap placement with Boots ahead of International Women’s Day.
The Result
£1 million media grant secured, with Flo becoming the first ever Zero Footprint Fund Grand Prix winner.
No More Period Dramas ranked #1 most-effective UK TV ad in April 2022 (Kantar) and landed in the top 5% for distinctiveness.
Annual revenue jumped from ~£700 k to £2 million+ within twelve months of the campaign; DTC repeat-purchase rate rose eight points.
Brand search volume grew 240% month-on-month during the TV flight and social following doubled.
Retail footprint expanded to nine national chains, with Boots rolling out Flo to 1,000+ stores nationwide.
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