Million card giveaway makes an impression
When Hallmark decided to launch a gratitude initiative during the COVID-19 crisis to giveaway 1 million cards for people to give to their loved ones, the Kansas City-based greeting card company needed a website, fast.
To launch an interactive site for people to claim their set of free cards, our development team collaborated with the FH Kansas City team to swiftly build a campaign microsite. We anticipated high interest and designed the website to handle a high volume of traffic. Still, we were blown away by the unprecedented response to the first giveaway, with all cards redeemed in 48 hours. Hallmark quickly extended the offering, making an additional million cards available on the site.
Shortly after when Hallmark Canada offered 150,000 free cards to Canadians to share their gratitude for frontline workers and heroes in their communities, we were called upon to help raise awareness and drive card redemptions. But it wouldn’t be easy. With almost everyone activating charitable initiatives during the pandemic, our campaign had to break through the news cycle.
With a multifaceted mix of PR, owned social, email marketing and a media partnership with the W network, we harnessed ‘the power of gratitude’ to help Hallmark achieve full card redemption in just 11 days. By strategically prioritizing an earned media approach, our campaign generated 25M impressions in top-tier national and regional outlets across Canada. Outreach to lifestyle experts and influencers also resulted in 300K social media impressions.
Results in the US were equally successful. The microsite we built delivered 200x more traffic than their main website over the same period.
When Hallmark decided to launch a gratitude initiative during the COVID-19 crisis to giveaway 1 million cards for people to give to their loved ones, the Kansas City-based greeting card company needed a website, fast.
To launch an interactive site for people to claim their set of free cards, our development team collaborated with the FH Kansas City team to swiftly build a campaign microsite. We anticipated high interest and designed the website to handle a high volume of traffic. Still, we were blown away by the unprecedented response to the first giveaway, with all cards redeemed in 48 hours. Hallmark quickly extended the offering, making an additional million cards available on the site.
Shortly after when Hallmark Canada offered 150,000 free cards to Canadians to share their gratitude for frontline workers and heroes in their communities, we were called upon to help raise awareness and drive card redemptions. But it wouldn’t be easy. With almost everyone activating charitable initiatives during the pandemic, our campaign had to break through the news cycle.
With a multifaceted mix of PR, owned social, email marketing and a media partnership with the W network, we harnessed ‘the power of gratitude’ to help Hallmark achieve full card redemption in just 11 days. By strategically prioritizing an earned media approach, our campaign generated 25M impressions in top-tier national and regional outlets across Canada. Outreach to lifestyle experts and influencers also resulted in 300K social media impressions.
Results in the US were equally successful. The microsite we built delivered 200x more traffic than their main website over the same period.
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