But without countless moments to mark, getting customers in stores and to PartyCity.com meant knowing who specifically to reach and how to be relevant to them. After all, the St. Patrick’s Day pub crawler is a very different customer than the mom who’s planning the unicorn party of her daughter’s dreams, and even the promise of summertime escape means something different to a mom keeping the kids occupied and a 20-something planning the bash of the summer.

We launched engaging digital work and fine-tuned our targeting to find those folks who were ready to party. In addition to digital work, we went to where the audiences live their lives, extending the campaign to reach the people who were ready to be inspired – from reaching millennials with Cinco De Mayo content on Snapchat, to reaching moms with graduation ideas on Pinterest.