Hallmark Emotional Branding Study

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This study analyzes Hallmark's emotional branding and rebranding opportunities through social media research, uncovering a desire for Hallmark to add sarcastic humor and sarcasm to accompany the traditional sentimental emotional tenor of Hallmark.

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Hallmark Emotional Branding Study

  1. 1. COMPANY & TECHNOLOGY OVERVIEW RETAIL PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. CASE STUDY: EMOTIONAL BRANDING BRAND: BUSINESS QUESTION: METHOD: Hallmark How can Hallmark forge an emotional bond with today’s social audience through its classic, sentimental greeting cards? Develop a framework for identifying opportunities to build brand affinity among consumers by analyzing the online conversation about Hallmark over a 12-month time period. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  3. 3. HALLMARK: THE BRAND “When You Care Enough to Send the Very Best”- Hallmark Slogan The real power of Hallmark’s brand lies with people, all around the world. Because what we create only matters when it is shared with someone else. Hallmark is no stranger to change. We’ve seen plenty of it in our first century. And the second century promises more… even faster, more far-reaching. Our brand will continue to flourish because Hallmark is about what endures – that human need to connect emotionally with others. And that’s what makes a genuine difference. Source: http://corporate.hallmark.com/OurBrand (Accessed on 3/1/13) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  4. 4. EMOTIONAL BRANDING: HALLMARK Hallmark: Emotional Tweeting (2/1/12 – 2/18/13)  169,393 Relevant Posts A B FINDINGS: A. Over half of conversation about Hallmark consists of sarcastic references to the brand’s emotional attributes B. Criticism of the brand stems from Hallmark’s commercialization of sentimental moments and messages shared with loved ones PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  5. 5. EMOTIONAL BRANDING: HALLMARK Hallmark: Emotional Tweeting (2/1/12 – 2/18/13)  169,393 Relevant Posts A B FINDINGS: A. Over half of conversation about “Does Hallmark make a ‘Sorry I Hallmarkmental breakdown on you’ had a consists of sarcastic references to the brand’s emotional card?” attributes -@TheJennaBee B. Criticism of the brand stems from Hallmark’s commercialization of “Valentine's day is just a hallmark sentimental moments and holiday #whatsthepoint #singleawarenessday messages shared with loved ones #ismorelikeit.” -@MackenzieeeeeeB PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  6. 6. EMOTIONAL BRANDING: HALLMARK Hallmark: Seasonal Sentimentality (2/1/12 – 2/18/13)  169,393 Relevant Posts A A B FINDINGS: A. Negative opinions dominate Valentine’s Day in 2012 and 2013, eclipsing 80% of total conversation about Hallmark B. Interestingly, mid-October rise in criticism corresponds to Sweetest Day— a regional holiday celebrated mainly in the Midwest PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  7. 7. EMOTIONAL BRANDING: HALLMARK Hallmark: Seasonal Sentimentality (2/1/12 – 2/18/13)  169,393 Relevant Posts C FINDINGS: C. Majority of commentary during the year consists of consumers pairing Hallmark’s sentimental brand image with edgier humor • New forms of emotional brand engagement are not addressed by Hallmark’s traditional product offerings PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  8. 8. EMOTIONAL BRANDING: KEY TAKEAWAYS • Successful emotional branding requires an intimate understanding of consumers’ evolving emotional needs and aspirations • • Romantic holidays incite criticism of Hallmark’s greeting card business (80%) • • There exists a disconnect between most consumers’ emotional need state regarding greeting cards, and Hallmark’s brand messaging To help build emotional engagement and brand loyalty, Hallmark can develop new marketing communications that reach beyond traditional promotions for sentimental holiday cards Throughout the year, Hallmark conversation is dominated by a sarcastic voice (54%) • Might these consumers purchase Hallmark cards, rather than mock them, if the company engaged with their brand of sarcastic, self-referential humor? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  9. 9. CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

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