summary

When Hallmark VIDA came to us looking to create a holiday campaign showcasing their Spanish language cards and gifts, we knew just where to begin. With the help of a hand-selected influencer, we created a bilingual campaign featuring meaningful content and gorgeous, authentic product shots. Elba, of Live Colorful, was an ideal brand fit, delivering a personal story of how the Spanish language connects her to an old friend, and how Hallmark VIDA products perfectly capture the exact message she aspires to send to her loved one. 

Brand Challenge

Hallmark VIDA wanted to reach its target audience (Hispanic and Bilingual consumers) by meeting a verified Impression goal. Our selected influencer, Elba, was asked to create posts in both English and Spanish, featuring VIDA holiday cards and gifts. The VIDA team was looking to gain insights and learnings into audiences and behavior, as well as learning how the Spanish language social posts would perform in comparison to English.

The Ahalogy Solution 

01. DATA-DRIVEN INSIGHTS

Every Ahalogy campaign begins with data from Muse—Ahalogy’s category trend software. For this campaign, we found several new use occasions for the VIDA products—most of which surrounded around the special ways friends keep in touch during the holiday season. These unique data-driven ideas guided the strategy for Hallmark’s campaign.

 02. premium INFLUENCER content

In order for the content to remain authentic, Ahalogy hand-selected a Spanish-speaking influencer who embodied the VIDA brand vision. Elba of Live Colorful shared a story about her best friend who lives in Mexico, and how they stay in touch at such a distance through the Spanish language. Elba sent her friend a Hallmark VIDA card, with a personal note to express how much she means to her.

03. VERIFIED AUDIENCE TARGETING

Utilizing Spanish language content created by the Hallmark team, Ahalogy supported bilingual content with paid media on Pinterest—with social media assets presented in both Spanish and English. The social media posts and static blog content were amplified to the brand’s target audience—Hispanic women aged 20–45, especially mothers—and drove traffic to both the content and Hallmark and Amazon product pages.

 Results & Learnings 

Overall, the Brandables campaign helped create greater awareness for the Hallmark VIDA product line during the holiday season and inspired the brand's target audience with authentic, trend-inspired ideas. Aside from exceeding campaign goals and providing the brand with gorgeous influencer content, one of the most important learnings came from the engagement on social media: The Spanish social media posts actually drove 33% higher engagement than English posts with the same creative.

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HOW MUCH THE CAMPAIGN EXCEEDED THE BRAND'S IMPRESSION GOal