Скачать или смотреть Michaels on Craft Wars

Michaels Arts and Crafts is a typical arts and crafts store with a devoted fan-base that's been deeply conditioned by coupons. The problem is that their fan base is aging rapidly and perceptions of Michaels were aging with it. We needed to raise brand awareness with new audiences. Since their budgets are not significant enough to win with GRP's we chose a bigger integrated approach to get the brand seeded with new customers. Given the popularity of reality TV and specifically niche reality TV, we approached planning with an eye towards content integration rather than GRP dispersal. Working directly with TLC and the PR agency SPM, we were able to seamlessly integrate with a new reality program called, Craft Wars. TLC's Craft Wars presented a naturally occurring, broadcast integration opportunity that perfectly fit with the core brand message, "Where Creativity Happens". Craft Wars presented an opportunity to reach new audiences for the brand and support the key brand attributes established while serving as the authority on creativity and crafts. The show premise was aimed at the ultimate crafter with supplies and creative inspiration brought to you by Michaels. Contestants reached into the "craft closet" by Michael's for their supplies, prominent signage was featured in the show and all materials were supplied by Michaels. Additionally, Michaels own creative expert, Jo Person served as a key judge on the panel of three judges.

By the time it was over the campaign had over delivered on value by 50% grossing more than 140 million impressions in earned media, reaching a new generation of Michaels fans. Even today, fans of the show are still wondering how they can get their hands on their own Michaels craft closet. In the end, Michaels was able to recoup more than double their investment in the program through sales directly linked to a coupon campaign carried out through the buy.