JOANN Stores started 75 years ago as a single store in Cleveland, Ohio. Today, they’re a retail giant with over 865 locations across 49 states. This holiday season, JOANN’s team is tapping into its network of stores and Pinterest to let customers use handicrafts to lend a helping hand.
JOANN aims to be an endless source of guidance and inspiration that helps customers of all ages and backgrounds find their creative “Happy Place.” But for many people, JOANN is also a place to find supplies for a project that shows loved ones how much they care, like a baby shower or a handmade quilt. To help all of their customers spread joy to others, JOANN decided to launch a campaign that combines creativity and charity.
First, however, they needed to find a direction for their campaign. That’s why JOANN turned to Pinterest, which has over 2.3 billion DIY and craft ideas.1 After discovering that Pinterest searches on DIY ornaments increased by 53% over the last year, the JOANN team developed the “Make to Give” campaign.2
Customers who visit JOANN stores on November 18 and November 28 will be able to use materials donated by the company to create meaningful, handmade ornaments for their loved ones. And for every ornament customers create in store those days, JOANN will donate $1 to St. Jude Children’s Research Hospital, up to $50,000.
“We’re thrilled to launch “Make to Give” and invite our customers to create handmade gifts that are not only Pinterest-trending, but also a charitable act.”
73% of Pinners say they use Pinterest to find tips for projects, and this becomes especially clear around special events.3 For example, Pinterest searches for holiday decorations pick up dramatically in October... a full two months before Christmas!4
JOANN is making good use out of this fact to drive awareness for their campaign. To give Pinners some early inspiration for “Make to Give,” JOANN is collaborating with Pin Collective creators Wit & Delight on a cheery DIY ornaments video. They’re also using Promoted Pins and Promoted Videos to boost other how-to tutorials and drum up excitement for a handmade holiday.
Pinterest may be a digital platform, but JOANN is incorporating Pinterest in-store as well. During the “Make to Give” events, JOANN will use easy-to-follow signage to teach customers how to show off their ornaments on Pinterest. Each store will also highlight “Popular on Pinterest” projects on stack-outs in the stores.
JOANN is planning on measuring sales online and in-store to determine the campaign’s impact on their bottom line. But the real impact won’t be seen until after the campaign when JOANN donates up to $50,000 from the ornament events to support the St. Jude mission: "Finding cures. Saving children." These funds are critical, as no family ever receives a bill from St. Jude for treatment, travel, housing or food. St. Jude believes all a family should worry about is helping their child live.
Katrina Greenwood, saving ideas to 'Tis the Season
1Pinterest internal data, US only, 2017
2Pinterest internal data, US only, 2017
3Pinterest Category and Usage study, US only, September 2017
4Pinterest internal data, US only, 2016