emfluence Helps Hallmark Baby Launch With an All-Digital Strategy

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Hallmark launches a new concept for families to love -- Hallmark Baby -- using an exclusively digital marketing strategy.

Life's Little Joy #75: Love at First Sight

Hallmark Baby Launches via Digital, including the "Life's Little Joys" Campaign

Hallmark Baby needed a practical, nimble solution. Digital was cost-effective and could be adjusted on the fly... Plus, we wanted to organically, swiftly grow customers into brand advocates.

When Hallmark introduced its Hallmark Baby business last year, the team behind Hallmark Baby wanted to try a new and innovative all-digital approach, and it needed that approach to be as interesting and compelling as its line of charming, high-quality clothing for babies and kids. They needed to quickly reach their target audience.

So, they went digital. Hallmark Baby chose an initial marketing strategy that only uses email, social media, search engine optimization and pay-per-click advertising.

By investing in an all-digital launch, Hallmark Baby has been able to react rapidly to marketplace learnings and with this lightning-fast feedback, Hallmark Baby has been able to efficiently evolve the business offering in its first six months of operation, resulting in triple-digit increases in conversion since launch.

Hallmark Baby developed the campaign with emfluence, an interactive marketing firm based in Kansas City.

“Hallmark is excited about this new product proposition to share with consumers. We believe that wonderful baby and kids clothes can be such a natural extension of our brand. We needed to quickly get a read on marketplace acceptance of the goods and knew that an all-digital approach would be our most effective path,” said Julie Tozier, Director of Marketing and Merchandising, Hallmark Baby.

“Speed, efficiency and specificity in marketplace targeting were our primary objectives with this approach,” added Mark Strickland, Director of Business Strategy and Operations, Hallmark Baby.

“Hallmark Baby needed a practical, nimble solution,” said Chad Anderson, emfluence’s lead Account Manager on the Hallmark Baby launch strategy. “Digital was an attractive alternative for our client because it was cost-effective and could be adjusted on the fly, unlike most traditional media buys. It allowed emfluence and the Hallmark Baby client teams to convert their core target audience into a strong customer base. Plus, we wanted to organically, swiftly grow customers into brand advocates.”

The Hallmark Baby team delivered the keynote address at the emfluence Marketing Platform User Conference on June 18 in Kansas City, Mo. They shared the inside story of the business’s launch and “lessons learned” like how important it is to listen to your buyers, and not just after the sale.

Representatives from emfluence and Hallmark Baby are available for interviews. Contact Christy Klein at 913-219-7174 or christy(at)christyklein(dot)com.

Hallmark Baby is a wholly owned subsidiary of Hallmark Cards, Inc. Launched in 2013, Hallmark Baby's online store sells high-quality, huggable clothing and accessories for girls and boys age 8 and younger. (http://www.HallmarkBaby.com)

Based in Kansas City, Mo., emfluence is an award-winning, full-service interactive marketing agency that works with clients in virtually every business category. Its team of marketing and technology experts helps brands connect with customers more accurately, more often, with less hassle. (http://www.emfluence.com)

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Jessica Best
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