As Thinking of You Week is in full swing, the consumer campaign has reached out to influencers and consumer magazines to increase interest in the GCA (Greeting Card Association) initiative, which encourages card buyers to send cards just to say they are thinking of friends and family.
This is the first year that the GCA is working with influencers to spread the Thinking of You Week (TOYW) message on Instagram, targeting the family, parenting and lifestyle sectors.
Publishers sent card samples to PR Direct, the agency running the PR campaign for the GCA, which have been used for both the influencer and consumer competitions element of the campaign.
Sarah Selzer at PR Direct said: “When we reached out to the influencers, there was a really positive response with comments like “How lovely, such a nice idea”, “Such a great idea, love this!” and “My mum would love this – she loves cards”. That sentiment has carried through with the influencers’ audience members reacting too.’’ Influencers such as @workingmumlife.mybalancingact, have received approaching 1,000 likes for their posts. Search hashtags #sendacarddeliverasmile to find more.
The campaign has also teamed up with consumer magazines to spread the message.
Woman, the top-selling weekly magazine with a circulation of over 92,000, has a page dedicated to TOYW in the issue out today (Tuesday 20 September), with a reader offer of 10% off greeting cards at the following independent retailers: Austin & Co, Postmark Online, Giraffe Gifts, Papilio at Heritage and Lark London.
Good Housekeeping and Cosmopolitan have both been running a month-long TOYW competition, ending on 26 September, with the chance to win £50-worth bundles of cards. With a week to go, entries across both platforms were approaching 30,000!
Greetings Today would love to hear from suppliers and retailers running TOYW week initiatives, so that we can share online. Send details and images to naomi@lemapublishing.co.uk
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