Hallmark Bridal

Hallmark, the iconic greeting card company, retained M. Patricof Creative Group (MPCG) for the launch of their engagement ring line, the Heart of Hallmark Collection, which had a limited three-month test distribution exclusively at JCPenney stores.

Goal:

Build awareness about the Heart of Hallmark Collection, create buzz around launch, and generate interest within target market to purchase the product online at JCPenney.com.

Strategy:

MPCG designed a customized multi-tiered marketing strategy that increased product awareness and educated consumers and the media about the Heart of Hallmark Collection and Hallmark’s collaboration with JCPenney. After conducting strategic research, MPCG implemented a plan that was in line with Hallmark’s values, standards, and specific demographics. This program included targeted print/digital advertising and top influencer and media outreach. Goals were met through the creation and execution of a campaign that incorporated print ads, digital banners, wedding themed press kits, and earned national media placements.

Results:

The digital campaign delivered 22M impressions, 42,241 clicks, and an above average CTR of .19%. Placement was secured in various national consumer publications such as Self Magazine, The Knot, and Bridal Guide, as well as the trade publications, JCK Magazine and InStore. MPCG also secured placements on FOX Business News in over 14 markets across the U.S. and numerous online placements that resulted in a total Gross Impression for Primary Outlets of 42,147,203 and a Total Ad Value of $151,749. Through MPCG’s efforts, Hallmark Bridal had an ROI of 1150%.