American Greetings taps "cultural tension" to drive impactful marketing

This event report outlines how American Greetings, the greetings card company, has successfully built its marketing strategy on "cultural tension".

American Greetings taps "cultural tension" to drive impactful marketing

Diana Marszalek

In late 2015, American Greetings set out to help Safyre Terry get enough Christmas cards to fill her aunt's cardholder tree – a gift she had asked for on her Facebook page.

The eight-year-old had a tragic story: her father, sisters and two brothers were all killed in a fire started by an arsonist in 2013. Alongside suffering burns on more than 75% of her body, Safyre also lost her right hand and left foot. And after an employee from American Greetings learned about her holiday wish on Facebook,...

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