BUSINESS CHALLENGE
Show cause-driven millennial consumers Hallmark shares their interests.
SOLUTION
Partner with an inspiring, creative non-profit organization.
STRATEGY
Hallmark (PRODUCT) RED™ lets you connect with people in your life and help people far away.
COLLABORATION
When the original tagline failed to pass legal at the last minute, my internal team created “See how far a card can go” to fit the planned creative strategy and design. We also executed every tactic except TV/video.
deliverables
- Campaign theme and creative direction
- Point-of-purchase booklet introducing consumers to the philosophy behind Hallmark (PRODUCT) RED
- Direct mail: Catalog inserts in December 2007 and February 2008, introductory mailer in January 2008
- Hallmark.com/RED and supporting email campaign
TRISH BERRONG 