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thortful – Case Study

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About the client

thortful, an innovative online greeting card marketplace, emerged to enhance the quality and diversity of card choices. Supporting a vibrant community of talented designers, illustrators, and photographers, thortful showcases unique greeting cards that truly capture sentiments. With a strong commitment to valuing creativity, they ensure creators are rewarded with industry-leading royalty rates. Driven by a vision to make the world more thoughtful, their platform and app stand out, offering an unparalleled card-shopping experience.

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About the campaign

thortful.com were looking for a BIG idea to build awareness of their brand and make them famous ahead of Valentines Day! Online card sellers have become more and more popular and their competitors are well established in the market so it was key to the campaign for us to deliver cut through and give thortful.com an identity/personality that people will remember after this activity.


  1. To increase awareness of thortful.com and their marketplace of independent designers.
  2. To make thortful.com famous!

In Bauer’s boldest promotion to date – we ran 3 x double daypart editorial story arcs for thortful.com across a jam packed 3 weeks of activity on KISS, Magic and Absolute Radio.

Presenters from each station teamed up with thortful.com card creators and designed their own cards in a bid to win the listeners vote for the best Valentines Day card.
True to the tone and style of each brand we brought the presenters rivalry to life with hilarious stunts and engaging content.

"The opportunity for thortful to align themselves so closely with such distinct and well-respected brands was exactly what we’d hope we’d achieve. The ability to showcase the brand and its values in this way… was hugely exciting. "

Success measures

competition and engagement icon
32,878 competition entries across the 3 brands

On-air overdelivered by a remarkable 187%

listener action and conversion icon
50% of listeners took some form of action, with 1/3 visiting thortful.com

10% of listeners bought something from thortful.com

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