THE NEW NORM
PROBLEM:
Hallmark wanted to sensitize leaders to diversity and multiculturalism as it relates to the solutions that the Hallmark brand creates for its retail partners and consumers
Hallmark leaders wanted the brand to rank at a higher level with consumers in regards to cultural relevance
SOLUTION:
Work with other Diversity leaders to collaboratively lead and create a campaign called "The New Norm" to awaken Hallmark leaders and employees to the emotional needs that arise from the overlapping cultures in families and relationships
Use stories from Hallmark employees and leaders to add personal relevance.
Use the campaign to improve our brand perceptions by showing consumers and retail partners our growing understanding of the multicultural consumer
Direct a series of three videos to integrate into the Diversity Summit to impact leaders, employees, retail partners, and consumers
RESULT:
The New Norm became a corporate initiative, beyond the Diversity Summit
The New Norm videos made an impact on retail partners and hundreds of corporate employees and leaders
Hallmark later used these videos online and in presentations to show current and potential retail partners and consumers its growing understanding of multiculturalism and the impact it has on people's lives and relationships
Prompted new discussions across the corporation that would impact strategies and product development