Hallmark Touts Every Day as an Occasion

Kansas City, Mo. — Hallmark Cards rolled out a "Life is a Special Occasion" campaign in late January, urging consumers to view more than traditional holidays as card- and gift-giving opportunities."The campaign was developed from the insights we got from our target audience: moms and grandmothers," says Hallmark chief marketing officer Lisa Macpherson. "We spent a lot of time listening to their needs. These women believe strongly in the importance of relationships; however, they don't always have the time or ideas to do everything they want to make their relationships stronger. "It became clear that our brand message and our product solutions needed to provide the inspiration, ideas and solutions that help her pause, recognize and linger in the moments she shares with others."Hallmark and its Chicago-based creative partner, Leo Burnett, are promoting the campaign online as well as in TV and print advertising, while direct-mail pieces are going to members of the Hallmark Crown Rewards loyalty program. Online, Hallmark is using social media sites Facebook and Twitter to boost the message.The company's 3,000 Gold Crown stores also relay the "Life is a Special Occasion" message. "The essence of the brand can be seen in the lifestyle photography, fonts that are created by Hallmark artists and through the way we communicate messages to our customers," says Michelle Dinsmore, retail visual merchandising and graphic design director. "Our goal is to ensure that the look and feel of our stores is consistent with other touchpoints that a customer might interface with, such as direct-mail items or online. Customers will see the new brand campaign in our corporate and independent Hallmark Gold Crown stores through window banners and other signage throughout the stores."Hallmark debuted the campaign at a January conference of more than 700 women bloggers. Attendees could share their everyday milestone moments via Twitter or in videos made at the Hallmark booth. Fleishman-Hillard, Hallmark's St. Louis-based PR agency, used the feedback to create a VisibleMash microsite that serves as a mosaic of videos and pictures. On the site, consumers can add to the collection.Hallmark is also reaching out through email, ads on what Macpherson calls "mom-centric" sites, search-engine marketing and mobile phone applications. "We're taking an integrated approach to our marketing activities to ensure we're communicating with her where she is, in her flow of life," says Macpherson. "We are providing access to the Hallmark brand wherever and whenever she needs it. We know moms are online, so we're there, too."Macpherson says an important difference for "Life is a Special Occasion" compared to previous campaigns is the plan for its open-ended duration. "Hallmark will be talking with consumers year-round, instead of just seasonally," she says. "And the conversation will be different. We're talking about moments instead of milestones. And we're talking about more than greeting cards." Related product innovations include recordable storybooks, personalized greetings, personalized plates and interactive story buddies.

Hallmark Touts Every Day as an Occasion

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment