Michaels New Ad Campaign Support MakerPlace
Michaels has launched its first brand campaign for MakerPlace by Michaels, the new online marketplace for truly handmade goods, classes and how-to’s, as well as an in-store selling pilot at Michaels Stores for MakerPlace sellers.
The “Respect the Handmade” campaign celebrates the brand promise of respecting and supporting independent handmade artists and makers as well as the customers who turn to them for unique gifts, décor and more, officials with the retailer said. The campaign will extend across social media, the MakerPlace website, and Michaels owned channels as well as streaming video and programmatic paid media.
“We launched MakerPlace by Michaels with the goal of becoming the best place for handmade sellers and their customers,” said Ashley Buchanan, CEO of Michaels. “Our latest efforts, including our first brand campaign and an in-store selling pilot, are just the beginning of what we have planned to deepen our support for the independent handmade community.”
According to Michaels, the campaign is based on the concept of handmade goods coming to life, showcasing the thrill of discovering unique, handmade treasures and the joy these items bring to the customers purchasing them. It features an anthem spot set to a cover of the iconic song “Respect” performed by handcrafted puppets representing the kinds of items sold on MakerPlace, including goods available for purchase from sellers Sun Sprinkles and Breads and Threads Handmade.
In parallel with the launch of the brand campaign, Michaels is leveraging its brick-and-mortar presence to test another way for MakerPlace sellers to earn through an in-store pilot program. Select MakerPlace sellers will be invited to sell directly to their community via their local Michaels Store, creating a new opportunity to drive exposure and sales for their independent handmade businesses.
The first in-store pilot began on Feb. 24 in seven stores across North Carolina, Florida, Missouri, Illinois, Utah, Louisiana, Massachusetts, with the next pilot scheduled for March 23.
