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Connections Build Us
RAN IN: United States
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.
Hero Medium: BRANDED CONTENT
Medium Featured On Video: EVENTS,INTERACTIVE/ONLINE,MOBILE/TABLET,SOCIAL MEDIA,SPONSORSHIP,USER GENERATED
Objectives: Increase awareness
Type: Business to Consumer