Dive Brief:

• Hallmark is going all digital for its Keepsake marketing this year, including a Snapchat campaign.
• Ann Herrick, marketing director for omnichannel marketing at Hallmark, told Adweek, "Our ornaments are a 3-D scrapbook of memories that tell the story of consumers' lives."
• The campaign includes six digital-only spots promoting Hallmark’s Keepsake ornaments.

Dive Insight:

Hallmark is targeting a new demographic with this season's marketing for its Keepsake ornaments, going all-digital with advertisements and a microsite covering this year’s ornaments.

Michael Scanlon, creative director for Chandelier, the agency behind the digital ads, told Adweek, "They do have a little bit of a bite to them, and I think people will be excited to see this sort of humor come from Hallmark."

Given the geofiltered aspect of the Snapchat deal, Hallmark's omnichannel marketing director said, "When they make their pilgrimage downtown and take the obligatory photography in front of the Christmas tree, we can be a part of that."