Hallmark/Disney - Moments and Memories
Strategy, creative and development of Hallmark/Disney Parks “Moments and Memories” including in-store, mobile and digital elements, including managing multiple stakeholders. In 2010, Hallmark and Disney pooled their resources to have MHz create a high impact consumer promotion with aggressive objectives. This was extremely successful, so the decision was made to execute another similar program in 2012, with significantly more aggressive objectives.
The program far exceeded expectations on all counts. Besides immediately positioning both brands as being highly innovative and in touch with modern technology, the following quantitative results were achieved:
• Sales increase in Disney branded merchandise : +18% (vs. objective of 8%)
• Opt-in email addresses: 5,000 (vs. objective of 3,000)
• Requests for Disney Parks Vacation Planning DVDs: 1,281 (vs. objective of 500)