Crafting a Digital Maker Community at Michaels with 'Embrace Handcrafted'

Michaels' "Respect the Handmade" Campaign

Michaels recently introduced MakerPlace, an online marketplace showcasing handmade items, classes, and how-tos. The launch of this new platform was accompanied by the "Respect the Handmade" campaign, as announced in a press release.

Central to the effort is a 30-second spot featuring handmade goods coming to life, set to a fun cover of the classic song “Respect.” The campaign will be visible on social media, the MakerPlace website, Michaels-owned channels, streaming video, and programmatic paid media.

Michaels is also backing MakerPlace, which was launched in November, through an in-store pilot program. This program allows makers to sell their products directly to their community at their local Michaels store. The retailer's latest marketing strategy shows its efforts to compete with platforms like Etsy.

Michaels' MakerPlace Campaign: "Respect the Handmade"

Michaels is ramping up its marketing efforts for its new MakerPlace with its inaugural campaign. By promoting "Respect the Handmade," the brand aims to compete with online rivals such as Etsy and attract customers who value supporting small and local businesses.

The "Respect the Handmade" campaign by Michaels aims to honor independent artists and their customers. The campaign's focal point is a 30-second ad showcasing items like bags, earrings, and flower pots, brought to life in a fun rendition of the song "Respect" by Otis Redding. The creative work, featuring products from real MakerPlace sellers, was developed by agency Oberland.

Michaels is exploring new ways to help handmade artists sell their items in their local stores through an in-store pilot program. This approach is part of their strategy to test and learn from small-scale experiments to guide future launches. The first pilot started on Feb. 24 in seven U.S. stores, with the next one scheduled for March 23.

The Michaels MakerPlace was established to support handmade artists by offering various membership options, lower fees, and more opportunities to earn money. Artists can sell their items, teach live classes, or share tutorials with commission-earning supplies lists. Headquartered in Irving, Texas, Michaels currently runs over 1,300 stores across 49 states and Canada.

Michaels recently launched their first campaign for MakerPlace, following a brand refresh last year. The campaign introduced the tagline “Everything to Create Anything,” positioning Michaels as a creative partner. In addition, Michaels has created a dedicated online marketplace to support third-party sellers.

Meanwhile, competitors like Etsy and Pinterest have also been stepping up their marketing efforts. Etsy made its Super Bowl debut to showcase a new gifting hub, while Pinterest has been highlighting how people use its platform to discover new opportunities, places, and ideas.

Editor's P/S:

Michaels' "Respect the Handmade" campaign is a commendable effort to support and promote the work of independent artists. The campaign's message of respect for handmade goods resonates with consumers who value authenticity and craftsmanship. The launch of MakerPlace, an online marketplace for handmade items, classes, and how-tos, further demonstrates Michaels' commitment to fostering a thriving community of makers.

By showcasing handmade goods and featuring real MakerPlace sellers in its advertising, Michaels highlights the unique skills and creativity of individual artists. The in-store pilot program, which allows makers to sell their products directly to their local community, provides a valuable platform for these artists to connect with potential customers and grow their businesses. Michaels' efforts to compete with online rivals such as Etsy by offering lower fees and more opportunities for artists to earn money are commendable. connect with customers on a personal level, showcase their unique products, and potentially expand their customer base. The combination of the "Respect the Handmade" campaign and the MakerPlace platform demonstrates Michaels' dedication to promoting the handmade industry and fostering a thriving community of artists and consumers who value unique and handcrafted creations.