THE NEW NORM

PROBLEM:

• Hallmark needed to better equip leaders and product teams to create more inclusive, culturally relevant solutions.

• Leadership aimed to elevate the brand’s standing with consumers by improving its approach to diversity and multicultural relevance.

SOLUTION:

• Collaborate with Diversity & Inclusion leaders to co-create The New Norm, a campaign designed to highlight the emotional realities of multicultural families and relationships.

• Feature personal stories from Hallmark employees and leaders to build empathy and relevance.

• Position the campaign as a signal to consumers and retail partners of Hallmark’s growing cultural awareness.

• Hire and direct our video team to produce a three-part video series for Hallmark’s Diversity Summit, aimed at inspiring internal teams and external stakeholders. You can view 2 of the 3 videos here:

  • The New Norm: Meet Ashley

  • The New Norm: Meet Vanessa
    

RESULT:

• The New Norm evolved into a broader corporate initiative beyond the Diversity Summit.

• The video series resonated with retail partners and hundreds of employees and leaders across the company.

• Hallmark leveraged the videos in digital and in-person presentations to showcase its deepening understanding of multiculturalism.

• Sparked new, organization-wide conversations that informed brand strategy and product development.