The strategy :
Re-engineer the product line to better address the needs and desires of the Hispanic market and engage them on a deeper emotional level.
A comprehensive review and evaluation of 1000+ Spanish-language greeting cards ultimately led the team to develop more original and fewer translated cards, more culturally relevant cards, design based on consumer frame of reference (fewer Over-50 cards for example) , the addition of bilingual cards, with culturally-relevant English language cards for English-preferred Hispanics, the addition of products (and ultimately SKUs), and a section for Quinceañeras (based on researching unmet Hispanic needs).
customer experience (CX/UX)
qualitative research recruiting
traditional & online focus groups
one on one interviews (idi’s)
online video idi’s
Among other initiatives, the Sinceramente brand name was phased out, replaced initially by “Tarjetas en español disponibles aquí” and soon thereafter, rebranded by Hallmark as Vida. The result was a brand transformation that outperformed according to all metrics, reinvigorating the brand.