Crown Media Family Networks

With a limited budget, Hallmark set out to support 12 original movie premieres over the course of six weeks—while also driving tune-in to the “Countdown to Christmas” franchise itself. The idea was to start driving awareness as early as possible, turning to digital, social and out-of-home marketing to tout Hallmark as the go-to place for holiday programming with “Holiday Movies – All Day. All Night” messaging. Meanwhile, the net worked with Hallmark Cards to develop creative around original movie “Northpole,” which it sought to give its own special marketing push. The resulting 360 campaign involved everything from traditional ads to contests to partnerships with Baskin-Robins and even the Trans-Siberian Orchestra. As a result, Hallmark Channel was America’s most watched cable net over 9 weekends in November and December, attracting 66 million unduplicated viewers. The net also delivered its highest month ever on Facebook with a record breaking 11.6 million impressions in November alone.