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American Greetings
The World's Toughest Job

RAN IN: United States

CLIENT
American Greetings

John Beeder, President & COO
Christy Kaprosy, VP, Marketing
Alex Ho, Executive Director, Marketing
Dawn Wayt, Director, Marketing/Social Media
Patrice Sadd, Director, Corporate Communications

AGENCY
Mullen Lowe *Lead Agency


SUMMARY

How do you get people to make their mom a Mother's Day card with an online resource like American Greetings Cardstore when only 50% of people even buy Mom a card? You shake the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased AG's Cardstore orders by 20%, userbase by 40% and met sales goals for the entire year, not just the Mother's Day period for which it was designed.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive/Online

Audience: Indifferent sons and daughters of all ages.

Objectives: Increase sales, volume

Classification: National

Language: English