CLIENT
Hallmark Cards, Inc
Ann Herrick, Marketing Director, Retail
Jill Webb, Marketing Manager, Retail
AGENCY
Tyler Cordel, Associate Marketing Manager, Retail
Ann Herrick, Marketing Director, Retail
Jill Webb, Marketing Manager, Retail
Criterion Global
Ned Crowley, Chief Creative Officer, US
Jamie Shuttleworth, Chief Strategy Officer, Chicago
Kurt Fries, Chief Creative Officer, Chicago
Steve Ross, Director Content Production
Doug Behm, Group Creative Director
Anna Conroy, Group Strategy Director
Todd Brusnighan, Group Creative Director
Kelly Dittrich, Strategist
Mark Olson, Executive Producer
Jodi Lamela, Associate Director Digital Production
Betsy Ross, Group Managing Director
Joann Baker, Director Business Affairs
Lucy Bahler, Account Executive
Matt Frierdich, Senior Copywriter
Katelyn Berg, Senior Art Director
SUMMARY
Once synonymous with the holiday season, Hallmark Keepsake Ornaments had lost relevance with a younger digital consumer. While Christmas ornaments had fallen out of favor, our breakthrough insight was that caring and empathy hadn’t. By making caring relevant to a new Hallmark audience through heartfelt, playful and shoppable content delivered in a personalized and relevant way, we made them reappraise and reconsider Keepsake Ornaments. The result was a groundbreaking campaign that reinvigorated Hallmark sales and made Keepsake Ornaments a must-have holiday item for a digital generation.
