Say Something Real Promotion — Fresh Ink by Hallmark Cards Inc.

Objective

Launch Hallmark’s new line of cards by gaining consumer awareness and creating word-of-mouth buzz around the product.

Results

Execution:	76 Retail Visits
Markets:	8
Impressions:	135,000+
Samples Distributed:	110,000+

Defining Moments

Fresh Ink cards were square or round with short sentiments and a fresh approach to help consumers “say something real.” Kicking Cow Promotions developed mini-events featuring live artists duplicating the card creative as live art. The events gave consumers a “real” experience, supporting the brand promise. The live artists drew a huge crowd, which helped increase the sampling numbers and the overall success of the program.