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 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.
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.