American Greetings: Marketing the #worldstoughestjob

This case study describes a Mother's Day campaign by American Greetings, the greetings card company, which used an online video talking about the 'hardest job in the world' to build appreciation for mothers.

American Greetings: Marketing the #worldstoughestjob

Mullen

Summary

American Greetings' mission is to "Make the world a more thoughtful and caring place." Mother's Day seemed a good place to start.

We live in a world of hashtags and emoticons. We shout in ALL CAPS. We text HBD, GRATZ and TTYL. Though bombarded by waves of communication, we worry about deteriorating personal relationships.

Sadly Mother's Day is no exception. Mother's Day cards have fallen from a symbol of love to a symbol of laziness. A recent study revealed that 18% of moms got only a signature in their card, 30% were honored...

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