BUSINESS CHALLENGE
Continue to address emotional recovery when everyone’s ready for the pandemic to be over.
SOLUTION
Mine conversations in Hallmark’s online research community for insights.
STRATEGY
Synthesized answers to “What’s on your mind?” in our consumer community and developed content based on Hallmark brand jobs.
RESULTS
- Blog plots encouraging and enabling:
- Connecting (what to write in cards, what to say during difficult times, updating address books)
- Celebrating (party décor, reasons to gather, choosing and decorating Christmas trees)
- Ways to show care by cultural strategist Melvina Young
- Self care (journal prompts, quotes)
- 30+ social media posts affirming and acknowledging emotional needs
TRISH BERRONG 