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SOURCE American Greetings Corporation
Viral Video Encourages Mom Appreciation with Custom Cards from Cardstore by American Greetings
CLEVELAND, April 24, 2014 /PRNewswire/ -- A mother's impact is endless, and so is her job description. Cardstore, the popular custom greeting card website from American Greetings, wanted to show this with the release of their Mother's Day video last week. Moms have the world's toughest job – they take care of practically everything – and they deserve to be recognized for it. With Mother's Day just around the corner, Cardstore encourages everyone to acknowledge all the special moms in their life this year with a perfectly personalized card.
In an attempt to prove that being a mom is the world's toughest job, Cardstore ran fake ads for its "Director of Operations" job posting in which everyday motherhood requirements were described as a professional opportunity. (Example: "Proficient in handling sticky situations: literally and figuratively.") Despite an overall 2.7 million impressions from the ad placements, only 24 potential applicants inquired to learn more – that's only a 0.001% response rate! The Company talked to 12 people to find out why.
These 12 video participants were asked to evaluate the job posting: their genuine reactions regarding the job and touching sentiments about their own mothers have struck a chord with the over 15 million people that have viewed the video on YouTube. The outpouring of emotional, relatable feedback and grateful individuals using social media to recognize their own mothers with the #worldstoughestjob hashtag have also garnered an impressive list of top-tier media placements, resulting in over 500 million earned PR and social impressions worldwide.
"The moving and heartfelt responses to the video go hand-in-hand with what we believe Mother's Day is all about – thanking your mom for the extraordinary work that she does," said Christy Kaprosy, vice president of marketing for American Greetings. "Taking the time to appreciate your mom lets her know how special she truly is, and creating a one-of-a-kind card with your own message and photos adds an extra level of meaningfulness. We are proud to provide consumers with the ability to make such beautiful, personal greeting cards and to present this video that is inspiring such profound connections."
We encourage consumers to share additions to the job description by posting on their social media platforms with the #worldstoughestjob hashtag; these humorous, creative and true additions are being included on the Cardstore blog! To start interacting with, creating and browsing the huge variety of designs perfect for all the amazing moms you want to celebrate this Mother's Day, visit www.cardstore.com, or download the free Cardstore app from the iTunes App Store or Google Play. You can follow and connect with Cardstore on Facebook, YouTube, Pinterest, Cardstore blog, Instagram, Twitter and Google+. For more information on American Greetings, please visit www.corporate.americangreetings.com. You can also follow American Greetings on Twitter, Facebook, American Greetings blog, YouTube, Pinterest, Google+ and Instagram.
Don't forget to order your Mother's Day cards from Cardstore no later than Monday, May 5 so that mom receives her card in time for the holiday!
About American Greetings Corporation
For more than 100 years, American Greetings Corporation has been a creator and manufacturer of innovative social expression products that assist consumers in enhancing their relationships to create happiness, laughter and love. The Company's major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has one of the largest collections of greetings on the Web, including greeting cards available at Cardstore.com and electronic greeting cards available at AmericanGreetings.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the AG Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $2 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit www.corporate.americangreetings.com.
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