Having more people know about your brand is great. What’s better? Having the right people know about your brand, because the right people will transform into more engaged and longer-lasting customers.

The Ask

Hallmark Baby understood the need to target its growing audience—the right audience—across all digital channels, creating more engaged customers. The company also knew the outcomes it wanted from these channels, setting business goals to increase brand awareness, revenue generation, and email acquisition. The difficulty came in determining the best method of execution, which is where DEG worked with Hallmark Baby to put a plan into place that would turn those goals into a reality.

Hallmark Baby understood the need to target its growing audience—the right audience—across all digital channels, creating more engaged customers.

The Answer

DEG and Hallmark Baby sought to extend beyond the traditional Generation X and Baby Boomers Hallmark customer base to create brand awareness amongst Millennials. With the target audience of Millennials in mind, DEG tapped into Hallmark Baby’s vast amounts of data and activated paid media, email, ecommerce, social media, affiliate marketing, and SEO strategies to target each segment with appropriate messaging.

These channel strategies leveled up to greater cross-channel promotional plans—because each channel could not live in a vacuum—creating consistent messaging and a cohesive customer experience across all channels. Hallmark Baby and DEG also used the company’s existing audience to spread the word, allowing each segment to become influencers for the brand through social sharing, user-generated content, ratings and reviews, and other tactics.

Hallmark Baby’s channel strategies leveled up to greater cross-channel promotional plans, creating consistent messaging and a cohesive customer experience across all channels.

Along with creating focused and engaging marketing messages, DEG lent its strategic thinking to impact the greater business aspects of the brand, as well. The agency assisted with everything from merchandising on the e-commerce website to creating promotional calendars and pivoting current campaigns to place greater focus on a popular-selling product.

The Result

Year-over-year figures from 2016 to 2017 show Hallmark Baby is well on its way to meeting its goals of increasing brand awareness, driving revenue, and growing its email list. DEG’s strategies helped lead to Hallmark Baby’s active email subscriber list growing by 26 percent, its website conversion rate increasing by 43 percent, and revenue increasing by 78 percent. Hallmark Baby and DEG’s commitment to reaching its customers in every moment, wherever they may be, has paid off as its customers continue to engage with the brand across all digital channels.

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