Making “relationship care” (i.e. giving cards) a strategy for wellness by illuminating the profound impact it has on how we feel.
How do you get people to give cards in a world that’s leaving them behind? You connect this dying consumer behavior to a thriving one: wellness. Research shows that ultimately, it's relationships that keep us happy, healthy, and whole. In other words, the key to the $4T wellness trend is not within us, but between us. By demonstrating how cards build the relationships that make us well, American Greetings’ “Connections Build Us” platform repositioned card-giving as a strategy for wellness, driving consumer relevance, purchase intent, and incremental distribution worth $150M in annual revenue.
By reminding people of the power of meaningful connections, our bait-and-switch style online video, “A True Test of Strength,” made wellness seekers see cards differently, and increased the relevancy and purchase intent of cards among consumers.
A True Test of Strength
We worked with a team of athletes and wellness experts, including the director of the world's longest longitudinal studies of adult life, Robert Waldinger, to build credibility in our message.
We partnered with an inclusive and long-standing pillar in wellness, YMCA, to create a custom Greeting Cardio class in order to bring the the concept of relationship care to the masses.