Michaels: Create The World You Want To Live In

Problem: Sales were down 6.4%, the brand fell behind Amazon in the arts & crafts category and was in need of a brand refresh in a big way.

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Insight: People feel more fulfilled when creating with their hands, not with their phones. 

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Solution: Celebrate the joy you feel when you create at Michaels. What started as a brand identity refresh and seasonal marketing push turned into a brand campaign that increased sales by 2.5% YoY. 

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Big Idea: Create The World You Want To Live In