MOVING FROM CRAFTERS TO MAKERS
Michaels is a 5 billion dollar leader in arts and crafts. Their core audience is all in – be it scrapbooking or yarning, framing or decorative floral – Michaels has it all. Therein lies the opportunity: Reposition Michaels with a much broader audience and encourage the fun of making.
The message: We started with the original tagline, "Where Creativity Happens" and stretched it into something bigger and more inclusive. Whether you make it from scratch, personalize it or customize something on your own, making is fun and Michaels makes it easy for anyone to make anything. That’s how we repositioned the category and Michaels to appeal to a broader audience.
WE ENCOURAGED UNPLUGGING AND MAKING
Paid social activations for
MAKEbreak events garnered over
18.3 MILLION
impressions.
WE KEPT IT PINTERESTING.
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WE BROUGHT PEOPLE IN
In less than a year,
1.7 MILLION
in-store attendees joined in
on the fun of making.
MICHAELS TEAMED UP WITH A-LISTERS
WAY TO MAKE A DOLLAR WORK
With minimal spend, the
MAKEoff videos drove nearly
62000000
VIEWS AND OVER
170000000
IMPRESSIONS
THE OUTCOME
The MAKE campaign gave consumers a jolt of confidence. Gone were the days of fearing creativity as “Make Creativity Happen” shined a new light on unleashing imagination.