Hands On SOCIAL SAVVY


Key the Automation


>What happens when you combine the creativity of a floral designer with the mind- set of an educator and the instincts of a digital marketer? You get Sarah Campbell, owner of Intrigue Designs. In addition to producing luxury weddings from her home base in Annapolis,


Maryland, Campbell has taught more than 3,500 florists how to break into the high-end market through her education company, Intrigue Teaches. One lesson she emphasizes again and again is the importance of digital marketing. “I always say, ‘If you can’t sell it, you shouldn’t make it,’” she says. One of her favorite marketing tools is keyword comment automation, powered by


Manychat. The platform works with Instagram, Facebook Messenger, WhatsApp and TikTok, though Campbell primarily uses it with Instagram. Keyword comment automation enables social media accounts to automatically


respond when someone comments a designated word on social media post. If a viewer comments “wedding” or another keyword the florist selects, they immediately receive a direct message with a resource, offer, care guide or booking link. Rather than asking interested customers to search for a website or send a separate message, keyword automation makes it possible for florists to continue the conversation while interest is at its highest. “Social media can sometimes feel like you’re pushing content into a void,”


Campbell says. “Comment automation finds the people who want what you’re sharing. They’re reaching out because they’re interested in something that benefits them.” One recent campaign promoting Campbell’s upcoming retreat in the Netherlands


generated hundreds of comments, resulting in hundreds of qualified leads. Campbell has also used keyword automation to invite followers to virtual design


events (comment JOIN) and deliver floral recipes from luxury designs (comment DETAILS). This keyword strategy works well for just about any aspect of floral business.


For example, if you have a few prime wedding dates still available, create a post inviting engaged couples to comment with those dates. “You can be hyper-specific,” says


Campbell. “Create posts around vendor partners that are important to your bottom line.” She adds that strategic collaborations and paid advertising can further expand the content’s reach and success. Ultimately, comment automation


isn’t just about increasing engagement — it’s about starting meaningful conversations with the right people at the right time. By turning social media interactions into one-on-one conversations, florists can cut through the noise, build stronger relationships and generate more qualified leads.


Jennifer Sperry is a contributing writer for Floral Management who focuses on lifestyles, florals, and interiors.


10 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG


INSTANT CONNECTION Floral designer and educator Sarah Campbell uses keyword comment automation to turn social media engagement into one-on-one conversations, deliver targeted resources and generate qualifi ed leads while followers’ interest is high.


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