Case Study: Michaels increases awareness and sales with OBERLAND’s MakerPlace launch campaign

Michaels boosts awareness 39% in first quarter with OBERLAND

The customer, Michaels, a major arts and crafts retailer, faced the challenge of launching its new online marketplace for handmade goods, MakerPlace. They needed a campaign that would effectively champion independent makers and distinguish them from competitors. They partnered with the vendor OBERLAND to address this.

OBERLAND created a unique musical campaign titled "Respect the Handmade," which featured animated handmade items singing the iconic song "Respect." This solution focused on the marketplace's unique respect for both buyers and sellers. The campaign was highly successful, generating significant buzz and surpassing all goals. In the first quarter after launch, it drove a 39% increase in awareness, exceeded website traffic goals by 30%, and surpassed sales goals by 8%.

Michaels