Campaign: 2010 Hallmark Kids Collection
PR Team: Fleishman-Hillard
Launch: February 4
Budget: Six figures
Hallmark is launching its Kids Collections line, a series of cards and small gifts allowing parents to cheer on their kids during “everyday moments,” like studying for a big test or going out for the soccer team.
“A lot of our business is based on obligations from the calendar,” said Sarah Kolell, publicity manager at Hallmark Cards. “Customers are looking for items to commemorate those everyday events.”
The integrated campaign will run through June, marketing to moms through traditional and social media. Working with longtime AOR Fleishman-Hillard, Hallmark is introducing the new line at the Blissdom women bloggers' conference in Nashville, TN, on February 4.
“Moms are incredibly important to Hallmark and have been since the beginning of the company,” said Liz Hawks, SVP at Fleishman and co-chair of FH Moms.
Hallmark is targeting mommy bloggers throughout the effort. This includes Twitter parties, planned in April and May, which will invite bloggers and customers to take part in a panel discussion with experts on child development.
“A year and a half ago, this isn't even something that would have been on our radar,” Kolell said.
For traditional media, the campaign will feature an SMT and RMT in late March, with the new line expected to be featured on talk shows like The Bonnie Hunt Show.
“This gives us the opportunity to use different formats to keep attention on the Kids Collection,” Hawks said.
The success of the launch will be measured by sales, as well as message reach. Hallmark will also use tools like Technorati to measure the line's search engine ranking and online mentions.
“We'll specifically look at moms with kids ages 6 through 12,” said Hawks. “We want to see if they're excited about the products and if they're telling their friends about it.”