Just Because: Hallmark Tries to Keep Relevant in the Social Networking Era

It's not just birthdays, anniversaries and weddings, but the everyday moments that give life meaning, too.

Hallmark is now celebrating those unsung moments--from mealtime to reading your kid a book at night -- with a new branding campaign that marks a bold departure for the 101-year old greeting card company.

Dubbed, "Life Is a Special Occasion," the campaign celebrates "imperfect, unplanned moments," as opposed to birthdays, milestones and holidays.

Hallmark's re-branding campaign -- which includes social media marketing -- marks a bid to stay relevant with today's consumer, and comes amid efforts to grow the business with new products such as recordable storybooks and personalized greeting cards.