Case Study: Hallmark eCards Achieves a 66% Lower CPA with OrionCKB

Driving eCards Membership by Getting Creative with Creative

Hallmark eCards, a subscription-based digital greeting company and division of SpiritClips, LLC, needed to improve advertising performance after its CPA plateaued and its existing creative was no longer generating strong click-through rates. OrionCKB was brought in to help the team reach new audiences, lower acquisition costs, and test video advertising for its digital card subscriptions.

OrionCKB built a structured testing plan across slower seasonal periods, experimenting with bidding strategies, lookalike audiences, interest-based creative, and static versus video ads using 30-second eCard video creative. The results were strong: Hallmark eCards cut CPA by 66%, reduced CPC by 82%, and increased CTR by 166%, with acquisition costs dropping by nearly 70% within one day of launching the new video campaigns.

Hallmark eCards

Kerry Cramer

Director, Customer Acquisition