The baby line of Hallmark asked to its digital marketing partner DEG to develop a cross-channel strategy that would turn its goals of engaging the right customers into a reality.

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 challenge

The baby line of Hallmark understood the need to target the right consumers across all digital channels, creating more engaged customers. The brand also knew the outcomes it wanted from these channels, so it turned to its digital marketing partner DEG to develop a cross-channel strategy that would turn its goals into a reality.

Knowing that parents rely on the product advice of other parents, as well as their own, DEG focused on showcasing the trust that customers had in the baby line of Hallmark with a message that resonated with new parents.

The strategy

Hallmark sought to extend beyond the traditional customer base of Generation X and Baby Boomer parents and grandparents to increase brand awareness amongst Millennial parents. With this audience in mind, DEG developed a cross-channel strategy that trickled down into individual channels—paid media, email, ecommerce, social media, affiliate marketing, and SEO—to create a cohesive customer experience across every touchpoint.

Hallmark’s new cross-channel strategy showed a 26% year-over-year improvement in active email list growth, 43% website conversion rate increase, and 78% revenue increase for its baby line of products.

The solution

DEG tapped into the vast amount of Hallmark’s customer data to activate cross-channel strategies to target each segment with appropriate messaging. Hallmark and DEG also used the brand’s existing customers to spread the word, allowing each to become influencers for the brand through social sharing, user-generated content, and ratings and reviews.

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 ecommerce website to creating promotional calendars and pivoting current campaigns to place greater focus on a popular-selling product.

The outcome

Hallmark’s new cross-channel strategy showed a 26% year-over-year improvement in active email list growth, 43% website conversion rate increase, and 78% revenue increase for its baby line of products. With Hallmark’s tailored messaging showcasing baby products others love, the brand was able to strategically reach its customers in every moment, wherever they may be.

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