• by Sarah Mahoney  @mahoney_sarah, August 16, 2023

Michaels is rebranding, anointing itself as the “Everything to Create Anything” store. Timed to celebrate the company’s 50^th anniversary, the new campaign and visual refresh aim to broaden the chain’s customer base, making stores as welcoming for bedazzling newbies as they are for serious hobbyists.

“We’re setting ourselves up for future growth by adapting our merchandising and marketing to reach new audiences while continuing to serve our core customers with all the products, rewards and promotions they’re accustomed to,” says chief marketing officer Mandy Rassi in an email to Marketing Daily.

The idea is that “Michaels is here for all creative people—whether they’re working on a school project, starting a new hobby or running a small business.”

Rassi says new crafters are increasingly inspired by trends they’re seeing either in pop culture or on social media, such as Taylor Swift-inspired friendship bracelets. Sales in the jewelry category, including jewelry-making kits, are up more than 40% chainwide since mid-April, when the friendship bracelet-making trend began to take off. “In cities on Taylor Swift’s Eras Tour specifically, we’ve seen a 300% sales lift in categories like beads and jewelry on the days leading up to the concert.”

Diamond Painting, a sort of paint-by-numbers but with rhinestones, is having a moment. Floral accessories, paper crafting, craft paint, storage and fine art paint and tools are also doing well.

And as the Irving, Texas-based chain gears up for Halloween, it is also testing new categories such as balloons, fabric and apparel. Michaels also plans to roll out a more comprehensive selection of home office supplies this fall.

Rassi says the insights behind the new campaign and the refresh, done in partnership with ad agency OKRP, is all about the thrill of turning “ideas to I-did-its.” People often dive into a project, but after the initial rush of creativity, they get stuck. “Michaels wants to be the partner that helps in those moments,” she says.

Ads are running in social media, including the Meta platforms, Pinterest and TikTok. “Video also remains important, especially OLV and CTV, and we still use a small amount of linear TV.”