Hallmark Social Content

SO. MUCH. SOCIAL. Seriously.

As our Social Content Leader, I spent two years earning an honorary doctorate in scrappiness and efficiency. I was a part of a very small team tasked with building our social content studio from the ground up. I ran our Shoebox accounts and oversaw work for our Studio INK and Signature accounts, created and maintained our calendars, customized posts to each platform, wrote over 1000 captions, ran contests and did community management. Creating and monitoring these accounts 24/7 meant I had to learn quickly and adapt even quicker. We explored a variety of content styles and voices to learn from our audience giving us tons of valuable and actionable data for future product planning.

The hard work paid off when several posts went viral, like this one earning over 25 million reach, likes and shares…ORGANICALLY (RIP). People really like coffee and wine.

@OfficialShoebox

@HallmarkSignature

@HallmarkGoodMail (Studio INK shifted to become a new brand, Good Mail)

Roles: Creative Strategy, Art Direction, Design, Photography, Copy writing, Community Management

My Impact on Social:

Helped to build the social content team for Hallmark from the ground up
Work cross-functionally with marketing, PR, product teams and outside vendors
Created strategic, visual and editorial guidelines to ensure range across our brands and portfolio
Maintained an “always on” content calendar for 3 brands (Shoebox, Studio Ink, Signature) with extremely limited resources
Designed templates for proprietary styles that could be used quickly for real-time responses to current events
Led ongoing writing and artist projects focused on cultural and social trends
Organized and managed library of hundreds of assets
Initiated a process for new production exploration and evolution using our social platforms as a testing ground
Built up audience engagement with content curated to their interests and current events

Art and Writing © Hallmark Cards