Diving overview:
- Michaels launched its “Respect the Handmade” campaign in support of the recent debut of MakerPlace by Michaels, a new online marketplace featuring handmade items, classes and how-tos, according to a press release.
- The centerpiece of the initiative is a 30-second spot showcasing a number of handmade items brought to life to the tune of a playful cover of the classic song “Respect.” The campaign spans social media, the MakerPlace website, Michaels-owned channels, streaming video and programmatic paid media.
- Michael's is also supporting MakerPlace, which launched in November, through an in-store pilot program, inviting makers to sell directly to the community at local Michael's stores. The retailer's latest marketing efforts show how the company is trying to stay competitive against platforms like his Etsy.
Dive Insight:
Michaels is focusing its marketing efforts on the recently launched MakerPlace with the online shop's first campaign. “Respecting the handmade” helps brands gain market share against digital competitors like his Etsy and earn loyalty that leads to more consumers preferring to shop from small and local businesses. may be helpful.
The message behind “Respecting the Handmade” is meant to celebrate Michaels' continued support of independent artists and the customers who purchase their products. The centerpiece of the campaign is her 30-second spot, in which items such as bags, earrings, and flowerpots come to life as Otis joins her in a playful cover of her Redding original hit song “Respect.” This creative, showcasing products from actual Her MakerPlace sellers, was created by agency Oberland.
Michaels is also leveraging its brick-and-mortar presence to test alternative ways for handcrafted artists to sell their products in local Michaels stores through an in-store pilot program. The brick-and-mortar element is part of the brand's “test and learn” strategy, with each release detailing a data-driven plan to launch small-scale in-market experiments that will inform future launches. It's an approach. The first in-store pilot will begin at his seven stores across the U.S. on February 24th, and the next pilot will begin on March 23rd.
Michaels MakerPlace is dedicated to supporting handmade artists by offering multiple membership options, low fees, and a variety of ways to make money, including selling items, hosting live classes, or sharing how-to material lists to earn commission income. Established. Michaels is headquartered in Irving, Texas, and currently operates more than 1,300 stores in 49 states and Canada.
MakerPlace by Michaels' first campaign follows the company's rebrand last year, which introduced the tagline “Everything to Create Anything” and positioned the company as a creative partner. Michaels has made further efforts to support sellers, including the creation of a dedicated online marketplace for third-party sellers.
Michaels' creative push also comes as rival Etsy ramps up its own marketing, with the e-commerce company recently making its Super Bowl debut highlighting a new gift hub. Pinterest, considered an online destination for creative inspiration, has recently stepped up its marketing efforts as well, exploring how people use its platform to discover and experience new opportunities, places, and ideas. Introducing Iruka.
