This target aspires to be the kind of person who shows up for people in ways that are meaningful and really count. To bridge this gap between intent and execution, we focused on how the act of card-giving has never been about cards; it’s always been about people, relationships, and the real moments between them that deserve acknowledgement in a meaningful way. We needed to stop selling cards and start selling real people and real relationships. With the insight “cards don’t matter; people do” we took a risk and developed The Give Meaning campaign, emphasizing that a card is important because people are important. The first chapter of the campaign told the real story of a very difficult and common yet unacknowledged human experience: death. The :60s film entitled, “Tattoo” acknowledged the pain of losing a parent and in this case, a mother.

We launched Tattoo in the lead-up to Mother’s Day, anchoring the story to a relevant moment in time for increased potential press pick up. We enlisted like-minded influencers from CLEVER network, to tap a relevant audience to share heartfelt emotions, as well as and niche influencer network, Love What Matters, a community that enabled us to harness the power of these devotees to garner a wealth of authentic, emotional stories and engagements. Additionally, to increase visibility and broaden overall reach to help the content reach a critical mass for Give Meaning we scaled conversations and content with Facebook paid media amplification. We deployed a proactive press strategy around the campaign leveraging user-generated content from Love What Matters as well as tapping into the cultural conversation around Mother’s Day to share the video with their audiences.

The American Greetings Give Meaning, “Tattoo” campaign drove the most organic social conversation for the brand in 2017, outperforming prior benchmarks. The reporters at Creativity said, “This is one of the first spots we’ve ever seen that seems to acknowledge something unspoken about Mother's Day — that people who have lost their moms find it really hard, but it's meaningful for them too, in a poignant way.”

• 35 earned placements resulting in more than 116M earned traditional PR and social impressions and prompting 80.9K shares across social channels including sites like Huffington Post, Scary Mommy, Good Housekeeping, Refinery29, HelloGiggles, PopSugar, Creativty, The Drum, Redbook, Yahoo News, Right This Minute, AdAge, Adweek, Woman’s Day and Trendhunter.

• CLEVER influencer network drove more than 282M impressions

• Love What Matters, micro influencer network, increased visibility, broaden overall reach and curate authentic UGC, which garnered 23K video views in the first 30 minutes after launch.

• Tattoo film resulted in 4.17M total paid and organic video views

• Garnered 1,900 total comments highlighting unique meaningful moments including sharing

• Repurposed UGC submissions from Love What Matters community , garnering 33K additional engagements for #GiveMeaning branded content

• Drove a 10 ppt lift (vs. control) in identifying American Greetings as the greeting card brand known for reminding people of the importance of real moments and relationships in our lives. (GfK streaming video impact study)