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American Greetings
Connections Build Us

RAN IN: United States

CLIENT
American Greetings

AGENCY
MullenLowe U.S. *Lead Agency


Mediahub


SUMMARY

With greeting card sales in significant YoY decline, and retail shelf space shrinking, American Greetings blew up the traditional method of marketing cards. We shifted the benefit of card-giving from the receiver to the giver—from “it makes them feel good” to “it makes you feel good”—and tied our dying consumer behavior to a thriving one: wellness. By demonstrating how cards nurture the relationships that make us well, “Connections Build Us” repositioned card-giving as a strategy for wellness, driving relevance, purchase intent, and incremental retail distribution worth $150M annually.

CASE STUDY

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CASE VIDEO

Video-player

Hero Medium: BRANDED CONTENT

Medium Featured On Video: EVENTS,INTERACTIVE/ONLINE,MOBILE/TABLET,SOCIAL MEDIA,SPONSORSHIP,USER GENERATED

Audience: Women

Objectives: Increase awareness

Type: Business to Consumer

Language: English

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