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.
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.
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.
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.
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.