Challenge:

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The Hallmark shopper marketing team wanted to find new ways to drive consumers to Walmart locations to purchase greeting cards. In this technology-driven era of quick texting and digital-only communication, personal connections can often be missed. For this campaign, Hallmark wanted to show how cards do more. Whether it's a special occasion or just taking the opportunity to show someone you care, Hallmark helps consumers connect. 

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Solution: 

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Taillight recruited country music stars Cassadee Pope and Lindsay Ell, along with one of country's hottest duos, Maddie & Tae for this video series showcasing how these artists stay in touch with loved ones while out on the road. Viewers saw how these female powerhouses stay in touch with their loved ones by sharing Hallmark cards. From the bus to the studio to songwriting sessions, these artists found time to stop at Walmart and pick up card to share with a loved one. These artists shared true stories of special moments when they received or sent cards and created an authentic connection to the Hallmark brand.

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What also set this campaign apart was that two of our artists, Cassadee Pope and Lindsay Ell connected with their fans during meet & greets in-store at a Walmart location. This in-store activation attracted hundreds of shoppers to the Hallmark aisle and Taillight was there to capture the action and share that content across the artists' socials. 

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Campaign in action:​

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• Four Artist Brand Ambassadors

• 16 pieces of original, exclusive content created and delivered

• Content designed to live on multiple platforms: Instagram, Facebook, YouTube and Walmart.com

• On site activations: meet & greets with Cassadee Pope and Lindsay Ell inside a Walmart store

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RESULTS:

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SOCIALS: