September 25, 2023

Digital Marketing Education

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Craft retailer Michaels focuses on Gen Z with first work from OKRP

The new tagline replaces the pre-pandemic “Made By You,” which focused on a more “core maker” consumer, Rassi said.

While Michaels is still very promotional with its offerings, the new marketing is meant to bring more creativity and storytelling into the equation beyond deals-driven advertising. Most of the new marketing stories come from new trends in consumer behavior—for example, Michaels has seen a recent spike in friendship bracelet materials following Taylor Swift’s Eras Tour.

“With the new campaign, we’re trying to lean into where we see trends starting to happen in the market creatively and find ways to help customers lean into those things,” Rassi said.

“This campaign is all about Michaels being the catalyst for creative ideas coming to life and encouraging people that the vision in their head is only a Michaels trip away from becoming real,” said Andrea Knowles, a creative director at OKRP.


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