We live in an age of uncertainty and it’s taking a toll on how we feel. From 2016 to 2017, America saw its largest year over year drop in well being in over 10 years. Mentally, physically, emotionally we are seeking to improve our overall wellness but the answer is not within us. It is between us. According to a 78 year long Harvard study on adult development has proven that biggest predictor of overall well-being is not money, social class, IQ, or genetics. It’s quality of your relationships. Good, close relationships are the key to happiness and health.
The task: Create an integrated campaign that can drive buzz and participation for American Greetings, as the experts in relationships care and meaningful connections, and increase relevance of cards, everyday.
The creative strategy gives cards a key role in well being by illuminating the profound impact they have on how we feel.
The launch of the campaign started with an anthem video, launching the day after Christmas, aligning with the idea of New Years Resolutions. The True Test of Strength video had a combined strategy of a unique landing page within American Greetings.com, influencers, paid media, and content support.
With a campaign launch the day after new years, the anthem video driving 85,328,907 impressions, 34,708,049 video completions, 181,338 clicks and driving a 45% lift in visit to ag.com in the first 2 weeks.
The wellness campaign platform was the first time American Greetings’ marketing positioning directly reflected and impacted the creation of a new product line and full retail experience.
Creative Responsibilities:
Art Direction and Lead Designer
Main Creative Contact with external Agency, Mullen Lowe, freelance artist, and content partners.
Main Brand Creative Contact for style guide development and campaign creative development.
Email Communications
Summer Wellness Card Line and Retail Experience
Style Guide Development
