Our magazine spread was designed to look like a Hallmark greeting card.
Our Hallmakers Boxes would be fully customizable.
This campaign relies heavily on collaborations with lifestyle influencers.
Hallmark Case Study
This campaign was devised in 1 week, and the focus of the case study was on copy testing and campaign evaluation.
The Problem Greeting cards and paper products are losing relevance with Facebook birthday reminders and Shutterfly photo cards for the holidays.
Hallmark is facing an aging population base, declining sales, and declining foot traffic in stores.
The Research Hallmark's largest consumer group is 35+; strong brand engagement with 18-24 and 55+
Hallmark's target market consists of women aged 30+ who are active members of social media and excited about sharing content with their followers. Engaging an audience who actively participate in sharing creativity online will benefit Hallmark's marketing strategy.
Key Insights Greeting cards and paper products are losing relevance with Facebook birthday reminders and Shutterfly photo cards for the holidays.
Hallmark is facing an aging population base, declining sales, and declining foot traffic in stores.
The big idea Delivering Joy.
Where old meets new. This tagline places Hallmark in the modern age of delivery and personalization, while maintaining their classic brand image of spreading joy and good cheer to people around them.
The duality in this tagline expresses how both Hallmark and its consumers are capable of delivering joy.
The creative solution Subscription Box–A new subscription box called Hallmaker will revamp the Hallmark brand to appeal to modern families.
PR packages to celebs–We created a large advertising campaign dedicated to influencers reviewing our new subscription box.
Facebook and magazine campaign–We created facebook ads, facebook groups, and ads in all of the major lifestyle and parent magazines.
My Role My role in this project included design, research, and campaign evaluation.
