Hallmark achieved a 97 percent lift in brand favorability and purchase intent when it ran a cross-platform campaign with The Weather Channel.

The multiplatform campaign included a Hallmark-sponsored Family Time Forecast on The Weather Channel?s Web site. Additionally, Hallmark ran the campaign across The Weather Channel?s four platforms ? television, mobile, tablet and the Web.

?The results clearly showed us that ad effectiveness improved significantly with each platform that was added to the campaign,? Indira Venkat, senior vice president of strategic research and consumer insights at The Weather Channel.

?The magic bullet in achieving the 97 percent lift in brand favorability and purchase intent was reaching the consumer with a Hallmark brand and product message at every touchpoint where they engaged with The Weather Channel brand,? she said.

The Weather Channel companies are made up of The Weather Channel television network, The Weather Channel digital properties, and WSI. The Weather Channel is based in Atlanta and is seen in more than 100 million U.S. households.

Results
Hallmark found that three platforms yielded a 53 percent lift versus a 24 percent lift with exposure to just one platform. 

Additionally, a four-screen presence increased effectiveness by 97 percent versus a 24 percent lift with exposure to just one platform.

The campaign?s goal was to increase awareness of Hallmark products, drive purchase intent and broaden the brand?s appeal among its target audience.

Hallmark rolled out the Family Time Forecast to help the company make an emotional connection with their target audience and inspire moms with kids to enjoy everyday moments.

The campaign ran on all of The Weather Channel platforms.

In addition, the online content included a local forecast, with complementary family activities and recipe recommendations for the next five days based on weather conditions, as well as Family Time videos, Hallmark products and services, and tips to make those moments special.

According to The Weather Channel, consumers who viewed the campaign in the first quarter of this year posted larger deltas for awareness measures as well as purchase intent versus those exposed in the fourth quarter of 2011, proving the value of the longer campaign in driving results.

"Family Time Forecast" was a great solution for the Hallmark brand,? Ms. Venkat said. ?We see increased interest in hyperlocal ad targeting.

?It's clear that when a consumer receives a message at the right time and place, such as an ad for a rental car company when they're arriving at an airport, or a beverage advertisement when they're headed to a stadium or arena for an event, it has more relevance and impact than if it appears on their phone at a random time,? she said.

?I'm sure we'll see more clients moving more and more in that direction.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York