BUSINESS CHALLENGE
Show cause-driven millennial consumers Hallmark shares their interests.
SOLUTION
Announce partnership 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 a trademark search 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 