Reinventing the “Hallmark Moment”
Hallmark Keepsake Ornaments
Hallmark Keepsake Ornaments has an extremely loyal audience who purchase dozens upon dozens of ornaments each year. They love the ornaments because they capture meaningful moments, celebrate special relationships and help relive timeless memories.
Our goal was to use these moments to introduce Keepsake Ornaments to a new audience who bought Keepsake Ornaments infrequently or not at all.
What we did
Hallmark has become famous (or infamous) for creating “Hallmark Moments.” The tear-jerking, sweet portraits of perfection. The truth is, the holidays are more Christmas Vacation than White Christmas. But those perfectly imperfect moments also make for great memories and are more relatable. So instead of trying to attract a new audience with what we’ve done in the past, we created a new emotion: laughter.