Andrew McClellan

The holiday shopping season is the most important sales window for many retailers - it can make or break the entire year. This is especially true for Hallmark, whose annual sales mostly happen in the fourth quarter. While greeting cards sales are critical, Hallmark does not rely solely on cards. In store sales significantly contribute to Hallmark’s success.

Hallmark needed a campaign around the 12 Days of Christmas promoting visiting Hallmark Gold Crown stores. However, the research-based insights was clear, moms needed to be connected with at night, when they were in the holiday-shopping mindset and seeking inspiration. This was a challenge without late store hours or an online call to action.

The strategic idea was to offer Deals by Day – but Inspiration by Night. We created an integrated marketing campaign across numerous Hallmark paid, earned and owned channels that leveraged 12 straight days of holiday deals, Dec. 1-12. The campaign tapped into moms’ “me time” the night before each deal (when she’s online shopping and looking for inspiration) with a social media event to share tips and ideas to inspire her to go to her local Hallmark Gold Crown store the next day to take advantage of that day’s deal.

The campaign was a resounding success exceeding transaction goals by 113%. While I can’t share Hallmark’s sales data here, this positive comment from a consumer validate the sentiment the campaign created: “I can’t wait to get to my Hallmark store tomorrow!”

Team

Andrew McClellan
| Executive Creative Director

Cody Radcliff
| Art Director

Greg Fisk
| Designer

Angad Medi
| Designer

Sona Wuchenich
| Media Planner

Sade Jimoh
| Media Analyst

Angie Read
| Account Director

Nicole Trembley
| Account Director