Itty Bitty Campaign

After first reading the campaign that was put together by FleishmanHillard to promote Hallmark’s Itty Bitty’s I was stunned. Their research and the tactics used in this campaign were spot on, and one would not have worked without the other. By that I mean the tactics would not have worked without the research. From the notes and in class assignments I had yet to fully grasp just how important research for a campaign is until reading this case. For the purpose of this paper I will break down the contents of this campaign using the ROPE process and incorporating a few of the concepts that come with the Thinking Hat Model. Hallmark is best known for thoughtful greeting cards for every and any occasion. When one thinks Hallmark perfect gifts

Who does Hallmark appeal to, and more precisely what type of audience follows the Itty Bitty plush toy. It is important to know that there might be a different audience. When I think of Hallmarks consumers im thinking of my grandma and older rleatives who still send greeting cards. According to the research these consumers are not the same for Itty Bitty plush. To know this information they first had to see what Itty Bitty is all about. (Hallmark Cards) The Disney line of Itty Bitty seems to be their most popular line, with characters such as the Disney princess’s, Star Wars, and thousands more. They offer a large selection of limited time only characters as well as Christmas ornaments. According to their research the target consumer is millennial moms with young kids between the ages of 3-8 years of age (F. Hallmark Cards). In my opinion this is due to the size of the Itty Bitty. At that age range kids aren’t always capable of holding larger toys, or even plush so having something that fits in the palm of their hand was perfect. They were buying them as gifts for each other; birthday, Christmas, or other occassions. There was another group of consumers, they called secondary consumers. This group fell into the category of a collector’s mindset. They purchased the plush as the set. For example if they bought one Star Wars character they wanted to have them all, for themselves not as