We started by creating a central campaign idea, “See How Far A Card Can Go”, to capture our target’s imagination and inspire them to act. We then looked for impactful and unexpected ways to launch the campaign in places where our target was spending time. This included: a campaign commercial launched and distributed online via bloggers and online media, national outdoor billboards, a magazine back-page campaign, a website and an innovative Facebook application. Each played an important role by either informing, educating, inspiring or most importantly involving people in our idea, allowing them to be a part of our message.

Over 165,000 people participated in the movement across the social networks. The Hallmark (PRODUCT)RED “Card for Africa” was sent over 50 million miles to people across the globe, seeing higher user adoption on the site than 98.5% of applications (based on unique adds and invitation acceptance rates). By the digital campaign's end, unaided brand awareness increased by 37% with Hallmark approaching the unaided awareness levels of other (RED) partners that have been advertising for as long as 2 years (GAP, Apple, Motorola, etc). And, Millennials are significantly more likely than typical Hallmark Gold Crown purchaser (46-64 year olds) to be aware of (RED).