michael's holiday campaign
the best way to spread christmas cheer is singing loud for all to hear... and also buying from michaels.
based deep in holiday strategy, we crafted personas around "making" behavior – everything from the late night mom and dad wrapping session to the aunt that gets it all done just in the nick of time. all-in-all this campaign positions michaels as the premiere spot for holiday gifting through targeting the heart and helping you relate to the holiday habits we all have in common. ​​​​​​​
who are you during the holidays?​​​​​​​
holiday maximalists: early starters who go all out. for maximalists, it’s all holiday, all the time.
thoughtful gifters: quality-focused makers/creators who start early to ensure the best handmade gifts.
tradition makers: create mini moments leading up to the big day, attending classes, etc...
late night elves: rushing to decorate and buy gifts, curbside pickup, and same-day shipping.
let's find out!
to help shoppers during the holiday find their perfect gifts that corresponds directly to their holiday habits, we made a simple quiz in partnership with Pinterest and Jebbit that simplifies that complexity of christmas.
And then we took it a step further and activated some of the internet's favorite crafty influencers to create gifts around these personas that carry the campaign.
role: art director  CD: Jamie Silverman + Shardae Mendes SAD+SCW: Carsyn McKenzie + Marissa Clifford AD+CW: Grace Liu + Carlyn Hinojosa