HALLMARK | PARTNER MARKETING

A holiday campaign strengthens partner relationships

Though the holidays are behind us and the new year is in full swing, we still have that holiday glow–thanks to a successful Holiday Celebration Destination campaign with Crown Media’s Hallmark Channel and Hallmark Movies & Mysteries. This past December, families across the country could be found snuggled up on the couch watching Countdown to Christmas and Most Wonderful Movies of Christmas. How they got access to all of Hallmark’s original holiday programming is where Hothouse came in.

With a goal of increasing viewership and awareness of Hallmark’s holiday programming, Hothouse developed a marketing plan that equipped eight participating distribution partners with high-impact materials and resources that promoted Hallmark’s holiday programming to subscribers. Each custom-built, partner-specific hub housed everything from Hallmark video content, to programming schedules, hands-on activities and more.


Each custom landing page was equipped with various points of engagement. Site elements included a daily and grand prize sweepstakes entry, weekly premiere schedule updates and trailer videos of Hallmark’s latest holiday releases, the opportunity to give back to charitable organizations and the option to engage offline by downloading a holiday-themed coloring page. Email marketing, paid media, organic media and subscription and upgrade offers for the specific service providers were additional elements built into the marketing strategy and website design.


Sometime between the hustle and bustle of the holiday season, and setting our resolutions for the new year, we had time to crunch some numbers. Campaign results confirmed that the partner marketing strategy behind the Holiday Celebration Destination campaign succeeded in promoting viewership of Hallmark’s holiday programming, while also spreading holiday cheer to homes across the country.

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