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2015 GRAND RETAIL
UNITED STATES
American Greetings The World's Toughest Job
RAN IN: United States
CLIENT
American Greetings
John Beeder, President & COO Christy Kaprosy, VP, Marketing Alex Ho, Executive Director, Marketing Dawn Wayt, Director, Marketing/Social Media Patrice Sadd, Director, Corporate Communications
How do you get people to make their mom a Mother's Day card with an online resource like American Greetings Cardstore when only 50% of people even buy Mom a card? You shake the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased AG's Cardstore orders by 20%, userbase by 40% and met sales goals for the entire year, not just the Mother's Day period for which it was designed.
