20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 13

13 WORLD’S TOUGHEST JOB BRAND & CREATIVE: Cardstone These days, people don’t usually get too excited about greeting cards. That’s why Cardstone teamed up with ad agency Mullen to create a fake job description for a “Director of Operations” -- aka “Mom.” The job application included degrees in medicine, finance, and culinary arts. 24 people applied, and they set up a fake Skype interview for the position -- then compiled the interviews into a video. The ad made people realize just how much STEAL THIS Show gratitude for your customers in your marketing campaigns. A little trickery never hurt anyone if there’s a good ending. mothers do for their children, and it hit all four cate- gories of OMFG awesome: awe-inspiring, emotional, positive, and surprising. After the video launched it was quick to spread around social media and news channels. Cardstone saw 2.7 million impressions, over 21 million views, and 1.6 million social shares