American Greetings: The world's toughest job

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.com website to promote sales for Mother's Day.

American Greetings: The world's toughest job

Mullen

What were the objectives for the creative work?

With Mother's Day right around the corner, American Greetings (a greeting card company) had an urgent communication objective. They not only needed to remind people that the holiday was fast approaching, they needed a completely fresh and relevant way to change the attitudes of our target audience (women age 35 – 45 who forget to celebrate their mothers) and make them truly appreciate their mothers.

If we were successful, we'd achieve our commercial goal of motivating them to send their mothers a Mother's Day card...

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