Hallmark discovered that 75% of Valentine’s Day cards sold are “non-romantic.” The target audience, women over 25, want not only to express their love for their significant others, but also their children, family members and friends. Those relationships are more playful, like making your kids giggle or your best friend crack up. An animated banner ad was created to reflect this fun. Right on the banner, users could pick one of three Sound Cards and upload their own photo (or choose a default face). Click “Play Video” and a hilarious custom animated music video brings the laughs.

The Father’s Day online campaign saw above benchmark results for all success metrics including CTRs (+10%), time spent on the website (+23%) and interaction rate (+28%). The campaign generated over 16MM PR impressions through radio, TV, newspapers, magazines and online media.