BUSINESS CHALLENGE
Be a valuable emotional resource during a global pandemic.
SOLUTION
Scrap planned content and create new messages specifically for lockdown culture.
STRATEGies
- Identified COVID-specific needs (examples above) for ”Caring Connector” consumers.
- Supported Million Card Giveaway with social and Ideas.Hallmark.com blog content.
- Prioritized high-potential brand jobs for aggressive content development and boosting (”high potential”= engagement, traffic, service to consumer).
RESULTS
- Support for Million Card Giveaway: 100,000,000+ impressions across social channels and 597K+ engagements on owned Hallmark and Hallmark Gold Crown social posts
- COVID-informed social posts, videos, and tips
- New and updated blog content for a “Caring and Connecting in Tough Times” series
TRISH BERRONG 