Hallmark Signature
Reintroducing a brand with fashion
When it comes to the typical greeting card, Hallmark’s Signature line is the best – only no one knows it. They’re attention grabbing, detailed, and well crafted cards. They contain accessories, ready and able to make a fashion statement.
Our strategy became aligning Signature cards with fashion. We used psychological criteria to target women who appreciate creativity, crave attention to detail and care about appearances. We put them in the hands of trendsetters, and treated them like clothes.
We inserted Signature where our audience was turning for fashion inspiration: fashion designers on Project Runway, style influencers in social media, fashion-forward celebrities, lifestyle communities, even in SoHo during Fall Fashion Week at a pop-up shop, the ultimate playground for trendsetters.
To gauge success, we partnered with Hallmark Consumer Understanding & Insight to execute Marketing Tracker research, EquiTrend surveys, Shopper Perceptions and social media listening.
Team
Andrew McClellan
| Executive Creative Director
Clarissa Kupfer
| Designer
Jenna Carter
| Social Director
Sona Wuchenich
| Media Planner
Sade Jimoh
| Media Analyst
Aaron Ashworth
| Director of Photography
Diego Chavez
| Camerman
Luke Hollyer
| Cameraman, Audio Engineer
Mandy Levings
| Managing Account Director
Liz Hawks
| Account Director
Allie Wilmes
| Assistant Account Director
Sarah Murray
| Account Executive
Hallmark Signature Pop-Up Shop at NYC Fashion Week