Hallmark came to Refinery29 to reach millennial women, a group that doesn’t always see card-giving as a thoughtful gesture. We created “The Birthday Registry,” an interactive experience that found the perfect cards for our readers’ loved ones, positioning cards as the hero of (not the accessory to) a birthday gift.

Users could select a personality and a trait. Upon selection, users would receive a carousel of featured Hallmark cards, along with five low-cost gifts.