hallmark media strategy & big idea

HALLMARK MEDIA STRATEGY & BIG IDEA

Valen7ne’s Day Media Strategy

Business Objec7ve: 1.  Increase sales Hallmark Gree7ng card sales during Valen7ne’s day focusing on single

card sales sold at retailers 2.  Inspire more millennials to purchase at higher levels Campaign Objec7ve 1.  Amplify the role the Hallmark brand plays in the customer’s life 2.  Use Millennials as inspira7on for new ways to communicate to all targets

Target Audience: Older Millennials; Women 25-‐34 Campaign Dates: Late January – 2/14/26

Budget: $2.8 MM

PLAN PARAMETERS

In-‐depth Target Analysis

Millennials need to be inspired to purchase a Hallmark Card and be developed as a future pipeline of consumers

WOMEN 25-34 VALENTINE’S DAY CELEBRATORS

They are brand loyal and only need to be reminded to purchase a card at a retailer where Hallmark is sold

WOMEN 50+ BABY BOOMERS

ALL MILLENNIAL WOMEN

Targets

All women ages 18-35

“OLDER” MILLENNIALS Growing up with technology, older millennials depend on their digital device to get through the day. Millennials are social creatures, their sharing habits reflec;ng their eagerness for connec;on. They have a tendency to shop in groups and seek the opinions of others before making a decision. Hit by the economy, millennials are deal seekers and adventurous consumers that shi@ back and forth from one brand from another as long as companies embody the values they believe in.

Female 25-‐34

Single 39.51%

DEAL SEEKERS INDIVIDUALISTIC

SWAYABLE SHOPPERS

SOCIAL CREATURES

81.84% visited a social network site last month

49% tend to make impulse purchases

50% are willing to use coupons

71.68% buy brands that reflect my style

TECH SAVVY | EDUCATED | FAMILY & FRIENDS | INDIVIDUALISTIC

MRI 2014

MILLENNIALS X

VALENTINE’S DAY

•  Average person celebrating V-Day will spend $142.31.

•  76.9% of spending will go to a spouse or significant other

•  Women will spend $96.58 on gifts.

Valentine’s Day means Family

•  58.7% of Americans would buy gifts for other family members

•  21.2% of Americans buy gifts for pets

•  32.1% of spending is for family members, friends, co-workers, pets, children’s classmates, and teachers

A lot of money is invested into

Valentine’s Day

Na\onal Retail Federa\on 2015

“Physical cards/letters make me feel more

connected to people than digital notes

(emails, SMS, etc)”

8 of 10 M I L L E N N I A L S

AGREE 55% of

M I L L E N N I A L S AGES 25 - 34

Bought a greeting card in the past 6

months, equal to the average American

MRI 2014 JWT 2013

Learnings Implica9ons

Millennials buy cards, but are less likely than Baby Boomers to buy.

Valen\ne’s Day is not necessarily

celebrated with lovers

Millennials understand the value of

card giving

With the right message at their path to purchase, millennials can be persuaded to buy gree\ng cards

Opportunity for Hallmark to posi\on Valen\ne’s Day to a broader range of celebrators

Messaging should reinforce the special experience of receiving/

giving a card

Strategic Priori7es

Tightening the Knot

Present the value of exchanging Hallmark cards during Valentine’s Day as a step towards tightening the already

existing relationship knots among friends and family

2016 Valen7ne’s Day Media Strategy

2016 Valen9ne’s Day Media Strategy

Drive awareness to make card-giving on Valentine’s Day appealing to Millennials

Retain customers who have purchased Hallmark in the past.

Catch millennials at their point of purchase

Share the Hallmark experience making it more relevant to Millennials on Valentine’s Day

1

2

3

4

Video Placements, Social, Home Page Take-Overs

TV and Search

Mobile Programmatic, Search, and Out of Home

Social, Online Video, and Programmatic

Media Mix

22.5 hours /week

OLDER MILENNIALS’ MEDIA USAGE Magazine Newspaper Radio Digital OOH

1.25 hours /week

2.25 hours / week

14 hours /week

18 hours /week

6.3 hours /week

TV

MRI Data, 2014

53.50% 3.50%

Overall Media Mix

Digital

TV

OOH

43.0%

29.1% 45.8% 8.3% 16.6%

Digital Media Mix

Display

Programma\c

Social

Search

INSIGHTS

•  Mobile is a core consump\on channel to reach millennials on the go, with rich media and lower funnel drive to purchase opportuni\es

•  TV con\nues to be a key source of informa\on and awareness driving for millennials and baby boomers

•  Millennial women index high on Internet usage, as compared to older women.

TV STRATEGY POINTS Key Insights •  Millennials age 18-34 spend 80% of their time

watching TV •  Millennials watch TV during Prime Time, 7-9 PM

ACTION POINTS

1.  Choose channels relevant to both millennials and baby boomers for a wide reach

2.  Retain loyal Hallmark customers by reminding them of the experience of card-giving

TOP TV Channels watched by Target

SMG Pace Panel 2015

OUT OF HOME

$100,000 25 MM Impressions

OOH STRATEGY POINTS Key Insights •  35% of millennials shop for Valentine’s Day

cards at Department Stores •  40% of millennials wait until the last week to

decide what to get for Valentines

1.  Influence in-store purchase decision within Department stores

ACTION POINTS

$100,000 Impressions: 25MM

Check-out TV

Leo Burnett 2015, National Retail Federation 2015

PROGRAMMATIC

$550,000 49.3 MM Impressions

PROGRAMMATIC STRATEGY POINTS Key Insights •  Smartphone is most ocen used to check prices and discounts (Annalect 2015) •  82% of millennials use mobile device while in store (2015) •  2/3 of US Millennial digital shoppers use smartphones to compare/check prices and

nearly as many to seek coupons and discounts (2015) •  More than half of Millennials use YouTube several \mes per week (PPRI 2015)

ACTION POINTS 1.  Geo-targeted banner ads with coupons or deals for

Valentines Day

2.  Create viral content on YouTube that communities want to share

Analect 2015 PPRI 2015,

Geo-Targeted Banner Ads Viral Content

DISPLAY


DISPLAY STRATEGY POINTS Key Insights •  Buzzfeed, Elite Daily, and Parents.com have high website traffic in February and

Cosmopolitan has one of the highest indexes for this demo (Alexa Internet Inc., 2015 Digiday and MRI 2014)

•  Buzzfeed has a wider reach among millennials than CBS, NBC, and other TV networks (comScore and Nielsen 2014).

•  SOMETHING PERCENT OF Millennials wish to be a part of the conversa\on

ACTION POINTS 1.  Home-page takeovers on millennial-user heavy

websites for awareness

2.  Promoted posts on millennial-user heavy websites for integrated marketing content

Top Websites

Digiday 2014 and MRI 2014

Elite Daily has 21MM millennial visitors, and an index of 248 for the demo

Cosmopolitan has 7MM millennial visitors, and an index of 181 for the demo

BuzzFeed has 39MM millennial visitors, accoun\ng for more than half of Web-‐browsing millennials in the U.S.

Buzzfeed Collaboration

“10 Valentine’s Day cards to get your girlfriend” “12 ways to celebrate Valentine’s Day the non-cheesy way” A survey: “which valentine’s day card are you?”

Elite Daily Collaboration

SEARCH


Key Insights •  Search interest spikes on Valen\ne’s Day

(Google Trends 2015).

•  Millennials search for roman\c dinner recipes on V-‐Day (conAgra Foods Survey 2015).

ACTION POINTS

SEARCH STRATEGY POINTS

1.  Build out Valentine’s Day-related keywords to reach those who are celebrating

2.  Support brand keywords to drive traffic to Hallmark.com 3.  Retarget consumers who visited Hallmark.com to retain customers 4.  Highlight Hallmark’s Valentine’s Day promotions in ad copy

SOCIAL


SOCIAL STRATEGY POINTS Key Insights •  People spend more \me on Facebook and Instagram than other plaiorms (comScore Inc. 2015).

•  Age 25-‐34 makes up the largest share of Instagram users (YouGov 2015). •  Pinterest users tend to use a search engine acer discovering content (Pinterest and Millward Brown Digital 2015).

ACTION POINTS 1.  Make Hallmark cards relevant to millennials through promoted

posts and video 2.  Align with social media influencers to show how card-writing

tightens relationships with friends and family 3.  Encourage sharing the experience of giving a Hallmark card on

Valentine’s Day

Video Sharing on Facebook

71% of female internet users share digital video on Facebook 83%

of female internet discover digital

videos on Facebook

Promoted Posts on Instagram Ad recall on Instagram ads is

2.9X GREATER than Nielsen’s standard for

online advertising

influencer

Happy V-‐DAY! #Tightening the Knot

Brand Instagram

Content on Pinterest

96% of Pinterest users use the site to research and gather product information

53% of females use search

engine to research brand after viewing

content on Pinterest

Tightening the Knot

Tightening the Knot

HALLMARK PART 2: THE BIG IDEA

Our Challenge

•  Make people fall in love with Hallmark again •  Inspire Millennials to communicate with gree\ng cards •  Drive target to aisle in-‐store and purchase intent •  Amplify the role Hallmark plays in the customer’s life

To be the company that creates a more emo\onally connected world by making a genuine difference in every life, every day.

Your Vision

What’s the connec\on between Hallmark and its impact towards millennial?

nostalgia

“What’s your greatest childhood memory?”

“Being allowed one day of every year, to skip school and have a picnic date with my mom.”

- Kaitlyn Horner, 25

“Back in Mexico, running in the neighborhood and hearing my old man next door play his guitar.”

- Cynthia Osborn, 24

“My Dad tickled me to what seemed like eternity.” - Krystal Hawkins, 24

“Celebrating Christmas, when the house was full of family and we were happy.”

- Cherri Hawkins, 28

“Picking blackberries in our backyard to mash up for grandmother’s blackberry cobbler.”

- Katora Thomas, 25

I appreciate you Dad, for the tickles and all the laughs.

My family showed me what love really means.

I love you mom, for all those picnics dates.

I love mashing up the ber3ies for your special cobbler, g3andma.

I miss you neighbor, just playing your guitar.!

Now that we consume digital technology as a lifestyle, the value of apprecia\on slips away

from us.

Buying cards, wri\ng leners, and giving to others just because, are harder to come by.

The Problem

…Well, we’re bringing it back.

Our Solu7on

Recognize the mark someone made in your life.

Re mark able

We’re using remarkable moments from the past and recognizing the value of apprecia\on

… by giving a card.

The Purpose

Modern Contextualists à Modern Contextualists: à Happiness for Millennials means making the most of their lives, living with purpose and having meaningful

experiences. Brands that help them organise their busy lives so they have \me to spend with family and friends will be more valued. (Zenith Op\media)

Female 18-‐34

FRIENDS & FAMILY MATTER

VALUES

AUTHENTICITY

NOSTALGIC

56% feel disconnected from the physical world

88.8% value honesty, being sincere, having integrity

59.9% use social media specifically to keep in touch with family and friends

Digital: Heavy

Print: Heavy

TV: Light

Mobile: Heavy

Radio: Average

EXPERIENCES MATTER

81% value experiences more than material items

MRI 2014, JWT Intelligence Report 2013

Execu7ons

AWARENESS

ENGAGEMENT

EXPERIENCE

1 2 3

VIDEO PLACEMENTS ON TV AND ONLINE

SOCIAL MEDIA INTERACTIVITY VIA TWITTER & INSTAGRAM

RECREATING ACTUAL REMARKABLE MOMENTS THROUGH SWEEPSTAKES

MARCH APRIL MAY JUNE AUGUST SEPTEMBER

AWARENESS

ENGAGEMENT

EXPERIENCE

1

2 3

AWARENESS 1 MARCH -‐ SEPTEMBER

Purpose: •  Introduce the campaign to public

•  capture the individual real life remarkable moments

TV & OLV Campaign Spots

•  Users tweet their Remarkable Moments @Hallmark

•  Receive real \me responses from the Hallmark twiner page sugges\ng cards to purchase

ENGAGEMENT 2 APRIL -‐ MAY

Remarkable Moments on Twitter

•  Release weekly posts quoted directly from Hallmark employees

•  Follow the #TBT social trend in •  combina7on with #Remarkable post throughout campaign

Remarkable Moments on Instagram

ENGAGEMENT 2 APRIL -‐ MAY

Remarkable

•  Users will submit their remarkable moment on the Hallmark website and will receive $1 coupon towards their next card purchase.

•  Users will also be entered into compe\\on to win an extravagant experience with the person from their remarkable moment.

Remarkable Moment Sweepstakes

EXPIERENCE 3

Remarkable

Every summer my family spent a few weeks at the beach. Each year my mom and I would have sand castle compe\\ons. I always just thought I was a sand castle making prodigy, but turns out she just pushed some sand together and pretended that was the best she could do. She made me feel like I had a special talent and could do amazing things, I'll always be grateful for those remarkable moments.

John Smith

Los Angeles, California

5/18/87

[email protected]

Save $1 on your next Hallmark Gree\ng Card

Redeem

Remarkable Moment Sweepstakes Cont.

•  Hallmark Facebook page will post quotes from different submissions daily, and select top 6 stories on Facebook. !

•  Followers will pick their favorite by “liking” the best story. Winner will be featured on the campaign’s TV spot.!

!!

Remarkable Moment Sweepstakes on Facebook

EXPIERENCE 3

•  All Hallmark greeting cards will be designed with new Remarkable imprints on the back, to learn more about the sweepstakes!

!•  The new cards will be shippe

d to all existing stores where Hallmark greeting cards are located. !

!

Remarkable Moment Sweepstakes

EXPIERENCE 3

Remarkable

Alli Kaylin"Krystal Hawkins" Amy Osserman"Taylor O’Neil"Jenn Kim"

Remarkable

Krystal Hawkins" Remarkable

MARCH APRIL MAY JUNE JULY AUGUST SEPT

MEDIA

TV X X X X X

DIGITAL X X X X X X

SOCIAL X X X X X X

HIGH PROFILE X X X

OOTO X X X

CAMPA

IGN

EVALUAT

ION

Remarkable

Krystal Hawkins"

Appendix

Total Digital Population

Desktop Mobile Total Digital Population

Desktop Mobile

Total Internet: Females: 18-34 37,656 30,638 36,816 100.0 100.0 100.01 Google Sites 37,556 30,638 32,671 99.7 100.0 88.72 Facebook 37,197 23,334 31,789 98.8 76.2 86.33 Yahoo Sites 35,545 20,616 28,494 94.4 67.3 77.44 Amazon Sites 35,053 15,150 28,651 93.1 49.5 77.85 AOL, Inc. 32,110 12,793 26,071 85.3 41.8 70.86 Mode Media 31,568 11,108 25,566 83.8 36.3 69.47 Microsoft Sites 28,059 19,732 20,311 74.5 64.4 55.28 Comcast NBCUniversal 27,579 8,842 23,012 73.2 28.9 62.59 Apple Inc. 27,258 8,897 21,546 72.4 29.0 58.510 BUZZFEED.COM 26,152 5,474 23,039 69.4 17.9 62.611 Time Inc. Network (U.S) 24,227 5,765 20,498 64.3 18.8 55.712 eBay 24,016 8,669 19,179 63.8 28.3 52.113 Wikimedia Foundation Sites 23,734 8,683 18,245 63.0 28.3 49.614 CBS Interactive 23,616 8,018 18,818 62.7 26.2 51.115 PANDORA.COM 23,315 3,794 21,083 61.9 12.4 57.316 Twitter 22,693 7,135 18,565 60.3 23.3 50.417 Linkedin 22,219 5,427 19,019 59.0 17.7 51.718 PINTEREST.COM 22,121 6,518 18,064 58.7 21.3 49.119 Yelp 21,821 5,515 18,358 57.9 18.0 49.920 SheKnows Media 21,728 5,110 18,360 57.7 16.7 49.921 Gannett Sites 21,119 5,168 17,770 56.1 16.9 48.322 Hearst Corporation 21,098 5,846 17,208 56.0 19.1 46.723 Weather Company, The 20,826 4,298 18,000 55.3 14.0 48.924 WebMD Health 20,625 4,489 17,471 54.8 14.7 47.525 Mail Online / Daily Mail 19,639 3,030 17,525 52.2 9.9 47.6

Top 100 Properties W18-34

Total Unique Visitors/Viewers (000) % Reach

hallmark media strategy & big idea

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