Moonpig: Cards that Count - Case Study - brands2Life Moonpig: Cards that Count CHALLENGE Moonpig briefed Brands2Life to deliver a socially-driven Valentine’s campaign that would drive site traffic during a crucial trading period and make Moonpig stand out from the crowd. The campaign also needed to reflect Moonpig’s brand positioning – heart over humour, but with a touch of Moonpig’s trademark cheekiness. APPROACH Brands2Life brokered a partnership with NHS Blood and Transplant to allow customers to swap their usual Valentine’s card for an organ donor card. The cards encouraged people to sign up to the donor register, and crucially, tell their loved ones about their decision. The six free cards were designed to break the ice with classic love lines... reimagined, including: ‘I only have ey

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