Once just a single shop in a Texas mall, Michaels Stores have expanded to over 1,300 locations by focusing on making it easier for anyone to be creative. As they’ve grown to become North America’s largest arts and craft retailer, Michaels noticed a pattern: Many people discover new ideas for projects on Pinterest, then head to Michaels to stock up on the right supplies.
With the goal of making it even easier to try new projects, Michaels and Pinterest have teamed up to launch Michaels “Make it Kits” inspired by popular trends seen on Pinterest. The co-branded “Make It Kits” include photos, instructions and all the materials in a single package so that people can make projects trending on Pinterest regardless of their skills.
The first kit, “Shibori for Your Home,” shows people how to use the Shibori Japanese resist dyeing method to create beautiful home accents like napkins, tablecloths and placemats. This kit is playing into two big trends on Pinterest. First, Shibori is growing in popularity on Pinterest. There are 2.6 million Shibori Pins, and searches for Shibori have grown by 56% in the past year. Secondly, Pinterest is where people go for home decor inspiration, with nearly 28 million people saving over 1.7 billion Pins in the category.
To spread the word on “Make it Kits”, Michaels is using Promoted Pins, targeting Michaels Rewards members through customer list targeting. By advertising on Pinterest, they can reach their key audience of millennial females, 70% of whom are on the platform in the US.
“Michaels is committed to making it easier, more accessible and most importantly, more fun for people to create,” says Carrie Walsh, senior vice president of marketing for Michaels. “Pinterest helps people discover the things they love, and our ‘Make It Kits’ partnership is a perfect way to bring that inspiration to life.”
- Nancy Jeng, Creative Strategist - currently saving to Oh, the places i'll go