As the category leader in the arts and crafts retail space, Michaels had the opportunity to create strategic alignments with the top DIY influencers. The retailer had a need for user-generated content to push out on its own social channels, drive traffic to Michaels.com as well as leverage the reach of top bloggers in DIY, crafting and lifestyle spaces to push marketing messages.
The SPM team created a pioneering, yearlong exclusive blogger program called the “Michaels Makers” that gathers 30 of the top DIY, crafting and lifestyle bloggers. The program is centered around sponsored monthly craft challenges where all 30 bloggers are given the same overarching craft project direction and share their unique project tutorial in a blog post and on social media. The program utilizes a push/pull strategy. Michaels is able to push its marketing messages out to the 30 blogger’s readers by providing 2-3 message points to include in the resulting post and in turn Michaels pulls in their DIY project photos and uses the content in internal marketing vehicles (social, email and blog posts).
In just year, the Michaels Makers blog posts have been shared more than 150,000 times across social platforms and the #MichaelsMakers hashtag has been used nearly 2,000 times with the 30 blog posts driving more than 36,000 users to Michaels.com.