Hallmark’s Keepsake Ornament Collection needed to attract a new, younger customer base. The old rules (and the brand’s signature saccharine sweetness) no longer applied. We flipped the script and replaced holiday clichés with real stories real people could relate to and lots of influencer partnerships to love — to help consumers “keepsake it together” through the holidays. Our graduated approach lead consumers on a digital path to purchase, and allowed us to analyze data in real-time to optimize our reach. Push PLAY to watch the case study I wrote to capture the highlights of the campaign.