Hallmark discovered that most Valentine’s Day cards sold are “non-romantic.” Consumers 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 kids giggle or a best friend crack up. A banner ad was created to reflect this fun. Users could pick one of three Sound Cards and upload their own photo. “Play Video” and a custom animated music video brings the laughs. Great results saw online ad awareness +6.2%; purchase intent among newly aware customers +8.4%; interaction rate 12.6%, exceeding Hallmark and industry benchmarks.