How do you get people to make Mom a Mother’s Day card with a little-known online resource like American Greetings’ Cardstore.com when only the 49 % of all card purchasers even buy mom a card?

You shake the indifference out of them by making them see mom differently: as the amazing professional she is.

With over 25.5 million views, the #worldstoughestjob earned media efforts for AG's Cardstore.com increased orders by 20 percent, user base by 40 percent, and met sales goals for the entire year vs. just Mother's Day period for which it was designed. It has also continued to drive awareness for the brand long after the marketing campaign had ended, and with an 85 percent reduction in marketing spend compared to pre-campaign spend levels.