Hallmark Sound Card Product Launch: Sweet Music!

Publication Date: 2007

Source: SO08 Silver Anvil Award
Product Code: 6BW-0707E11
Organization/Author/Firm: Hallmark Cards,   Fleishman-Hillard
Industry: Consumer Products / Non-Packaged Goods
Specialization(s): Marketing / Launch or Relaunch
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2007 Silver Anvil Award Winner – Marketing Consumer Products – Non-Packaged Goods

With the growth of cell phones and BlackBerries, there are more options than ever to say “Happy Birthday” rather than using a greeting card. In fact, industry card sales have been flat for years. So how does a greeting card company grow sales? In 2005, Hallmark Cards created the answer. By merging human emotion with our culture’s music obsession, the innovative “sound card” was born. And, to make the launch of 200 new sound cards successful, the PR campaign needed to capitalize on the “wow” factor and encourage consumers to “just try them.” By creating buzz, PR helped revitalize card sales with a 9 percent increase over the previous year.