Hallmark Uses Social Listening to Evolve

May 28, 2020 1:30 PM ET
Article

Hallmark found inspiration for its latest Mother’s Day commercial from a Facebook fan. The fan shared her journey of parenting a child with a disability. On the Facebook page she noted that not all motherhood looks the same, but it should be celebrated nevertheless. Browsing the Mother’s Day section of the card aisle one can see that Hallmark agrees. There are cards for everyone from adopted mothers to pet moms.

By creating a commercial featuring a mother whose daughter has Down Syndrome, Hallmark recognized that Facebook fan and many more. Nearly one in 26 American families lives in a similar situation.

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