Hallmark

99

Hallmark wanted to increase card purchases among current users. This simple campaign relied on photos and minimal copy to tap into the emotions of readers. The campaign's message that a Hallmark card, for only 99 cents, can make a difference in someone's day and strengthen relationships resonated with consumers.

Market share has continued to grow; consumers' perception of Hallmark as a "good value" has increased; and brand preference among consumers reached a new high.