Michaels Puts Makers in the Spotlight for New Ad Campaign, In-Store Selling Pilot

Michaels has launched a new brand campaign and in-store selling activation to shine a spotlight on its MakerPlace by Michaels online marketplace.
Photo credit: Michaels

Michaels has launched a new brand campaign and in-store selling activation to shine a spotlight on its MakerPlace by Michaels online marketplace.

MakerPlace by Michaels was designed to be an Etsy challenger of sorts, creating a space for “makers” to connect with shoppers and sell their handmade goods. It also serves as a destination for sellers and shoppers alike to access classes and how-to’s — a digital iteration of Michaels’ interactive in-store experience. The “Respect the Handmade” brand campaign celebrates this experience and the Michaels brand promise of “respecting and supporting independent handmade artists and makers as well as the customers who turn to them for unique gifts, décor and more,” according to a press release.

The campaign, which was crafted in partnership with creative agency OBERLAND, shows handmade goods coming to life, with various items singing a playful cover of Respect by Aretha Franklin. The ad showcases the depth and breadth of products offered on the Makerplace by Michaels platform while also showing the retailer’s innate “respect” for both its makers as well as its customers.

The “Respect the Handmade” campaign will extend across social media, the MakerPlace website and Michaels-owned channels as well as streaming video and programmatic paid media.


“We launched MakerPlace by Michaels with the goal of becoming the best place for handmade sellers and their customers,” said Ashley Buchanan, CEO of Michaels in a statement. “Our latest efforts, including our first brand campaign and an in-store selling pilot, are just the beginning of what we have planned to deepen our support for the independent handmade community. MakerPlace, together with our stores and expanded ecommerce assortment, enable Michaels to be the true one-stop-shop to support handmade sellers along every step of their creative journey. We’re grateful to the MakerPlace sellers and customers who have been with us from our early beta and look forward to continuing to grow together.”

Bringing Makers to Stores

As part of its efforts to reach and resonate with MakerPlace sellers, Michaels is giving them the chance to market their businesses in stores. The first in-store pilot program began on Feb. 24 in seven stores, and another pilot is scheduled for March 23. This pilot is part of the retailer’s broader “test and learn” store strategy, which uses data to test and evaluate in-market innovations on a smaller scale to inform future launches.

Select MakerPlace sellers will be invited to sell directly to their community via their local Michaels Store, creating a new opportunity for them to drive exposure and sales. Michaels customers will then have the chance to discover local handmade artisans and support members of their community as they shop key MakerPlace categories such as home décor, fine art and woodwork.

“Finding and reaching potential customers is one of the biggest challenges for small businesses, especially in the handmade space where online marketplaces have become crowded and difficult to break through,” said Jande Laulu of Jande Summer on MakerPlace. “I jumped at the invitation from Michaels to test their in-store MakerPlace pilot. It’s an exciting way to connect with my local community and reach new customers who love and appreciate handmade goods.”

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