Put it Into Words
Brief: Create a greetings-specific message to integrate with the overarching “Care Enough” brand campaign.
Creative Solution: Remind consumers of the lasting impact of adding their own words to a Hallmark card, and the power of what can happen “when you care enough to put it into words.”
Process Highlight: Launched an integrated campaign promoting the new Just Because card line, leveraging testimonials from influencers and celebrities, including Gabrielle Union and Julie Bowen.
Results: Highly successful Free Card Friday promotion with tens of thousands of cards being redeemed, and more than 500,000 streams of celebrity and influencer testimonial videos.
Be There
Brief: Create an integrated messaging campaign speaking to Hallmark’s overarching brand promise to create a more emotionally connected world by making a genuine difference in every life, every day.
Creative Solution: The team launched an omni-channel campaign bringing Hallmark’s brand promise to life in perhaps its most direct incarnation to date.
Process Highlight: Originally, a “throwaway” line in the value proposition supporting the Be There campaign, I successfully lobbied to have the language of “however, whenever, forever” elevated to become a key supporting message, capturing the full scale of Hallmark’s brand promise to show up in every life, every day.
Results: Not only did the headline and its corresponding subhead become the lead message for all brand-wide consumer marketing,”however, whenever, forever” became an unofficial rallying cry for Hallmark’s communications, including leading and closing company meetings and digital correspondences.
Hallmark + Venmo
Brief: Educate consumers on a product innovation allowing senders to conveniently add Venmo funds to Hallmark cards, while capturing the product benefit of a card and gift all in one.
Creative Solution: We paired a punchy, direct editorial tone with a bold, cohesive visual approach to signify something new and exciting from Hallmark.
Process Highlight: The team was able to strike a balance of both the Hallmark and Venmo brands, while creating a fresh new look and voice reflecting the best of what both have to offer.
Results: Over 80% consumer testing scores in awareness, comprehension and retention.
United Way of Greater Kansas City
Brief: Based on the previous success of Hallmark’s internal United Way fundraising campaigns, the United Way of Greater Kansas City recruited our in-house marketing team to create their citywide messaging.
Creative Solution: Inspired by Kansas City’s soaring sense of local pride, we created the “U Me 1KC” logo mark which was featured on t-shirts, stickers and digital shareables. Marketing tactics highlighted the impact of contributing to the United Way by featuring real stories of Kansas Citians who donate to United Way, as well as those who benefit from its services.
Process Highlight: Drawing on the team’s journalism roots, we dug deep into our subjects’ stories bringing them to life in their own words.
Results: Hallmark’s internal contributions saw a 15% year-over-year increase, while the campaign was adopted by not only by UWGKC, but also many of Hallmark’s corporate peers.