Cricut – Messages Of Joy
We needed to build brand awareness for Cricut, the leading makers of smart cutting machines with a UK audience, specifically in the lead up to the Christmas period.
Cricut is used at home by a large number of keen craft enthusiasts. However, despite brand awareness being strong in the US, this hadn’t translated into a UK market.
To build a strong presence and profile for the brand we launched an insight led campaign, focused on the fact that the restrictions of the pandemic meant that many of us couldn’t be with our loved ones and sharing messages with them was even more important. Our execution brought this to life with the idea of sharing #MessagesOfJoy throughout Christmas through craft. We worked with campaigner Katie Piper, who is known for being incredibly empowering and inspiring, to create her own range of bespoke positive affirmation designs, which Cricut customers could use to create their own Christmas messages and gifts. We launched the campaign with creative video content, media interviews and social content, to engage our desired audience.
National and consumer coverage featuring Katie’s designs and the campaign messaging across the likes of The Times Online, The Sunday Times newspaper, The Sunday Mirror, Mirror Online and The People, and a wealth of positive engagement across social from our community.
Katie Piper’s affirmation cards became the #1 most popular project amongst Cricut customers in the week her campaign launched. Katie also drove nearly 100 followers straight to purchase from her post, exceeding KPI targets set for the campaign.
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