CSR: Mums' Wall boosts Hallmark charity

Hallmark asked Lucre to promote its charity card range for Breast Cancer Campaign

Wall scrawl: Mums’ messages are sprayed at the Southbank Centre
Wall scrawl: Mums’ messages are sprayed at the Southbank Centre

Campaign   Hallmark’s Cards for a Cure 2011
Client           Hallmark Cards
PR team      Lucre
Timescale   October 2010-May 2011
Budget        £35,000

Cards for a Cure is Hallmark Cards’ annual charity campaign held in the run-up to Mother’s Day. Hallmark makes an annual £250,000 donation to Breast Cancer Campaign independent of card sales. This year, Hallmark hired Lucre to promote the charity card range.

Objectives

    •    To ensure that Hallmark remains at the front of consumers’ minds in the run-up to Mother’s Day
    •    To drive sales, engagement and awareness of Hallmark’s Cards for a Cure and what the charity project achieves.


Strategy and plan

With such a wide spectrum of people to target for Mother's Day, Lucre decided it was important to find a 'universal truth' among consumers. During the campaign planning, Lucre conducted research to explore the connection people share with their mothers. The findings were used to shape the campaign activity and released as a statistics piece at the peak of the campaign.

An online campaign hub was also built, named Mums' Wall, which would encourage customers to post their messages to their mums for the world to see.

The wall played a vital role in engaging consumers and providing media content. To drive people to the wall, Lucre targeted journalists, bloggers, celebrity tweeters and parenting websites. The public's posts were shared with various online communities, through Hallmark and Breast Cancer Campaign social media feeds, along with topical posts and tweets directing people to the wall.

The most popular or 'liked' messages were then used to inspire a range of cards for Mother's Day 2012. The authors of these messages were each photographed and a release promoting their success was used to drive coverage in their region.

Working with Breast Cancer Campaign, Lucre also arranged a series of cheque presentations at the ten breast cancer research centres that had received funding from Cards for a Cure.

Local media were invited for photo opportunities. These helped Hallmark show customers what their support was helping to achieve and give tangible examples of where the initiative was making an impact. 

 

Measurement and evaluation

The campaign achieved almost 200 pieces of coverage spanning international, national, regional and trade titles, and online. For example, the campaign was covered in the Daily Mail and The Guardian, was discussed on national TV shows such as This Morning and the Lorraine Kelly Show, and secured global coverage in the New York Post and NBC. Online, the Mums' Wall saw 10,000 visitors and the research release sparked numerous conversations on social channels such as ITV's This Morning Facebook page.


Results

Following the campaign, Hallmark Cards saw year-on-year sales rise by 13 per cent for Mother's Day. Online trading visibly followed campaign activity and both sales and consumer awareness peaked in line with the campaign.

 

SECOND OPINION

Nishita Assomull
Divisional director, Wildcard PR

Attempting to secure media cut-through during a busy period such as Mother’s Day has its challenges, especially if you are a greeting card company.

The charity card range was not only a great opportunity for consumers to engage with the brand and appeal to their social consciences, but also provided the PR agency with an innovative initiative with which to generate stand-out for Hallmark.

The campaign was fresh and creative – employing news generation tactics, social media and an influencer programme.

Using a lighthearted sense of humour with the research, the agency gave the campaign a topical hook and provided talkability.

It would have been good to see these research findings exploited further on social media channels, including Mums’ Wall.

Incentivising mums to post their comments, so that they might have an opportunity to inspire Mother’s Day cards in 2012, was a great idea.

I liked the creativity and the consumer engagement it provided.

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