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michaels craft stores:

launch of michaels weddings, launch of michaels kids, social media ads, online display ads


anastasia guletsky (CW), deanna devlin (AD), amelie provosty (AD), jean zhang (CD)

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michaels wedding launch

Have you ever met someone who DIY'd their own wedding? Those brides and grooms are rockstars, and their day is this cool expression of creativity where every detail is designed with care. Our goal during the Michaels Weddings sub-brand launch was to redefine and elevate the way people think about DIY weddings: shifting the common perception of "cheap" to a new one of "fabulous, one-of-a-kind personal details." 

michaels wedding creative

After establishing a creative strategy to work from, we launched Michaels Weddings with a series of inspiration-driven social ads. 

michaels wedding quiz

We created & developed a wedding quiz to help couples find out which wedding style is right for them, and supported with social ads. On the results pages, users are given the option to either shop the look or add the inspiration to their Pinterest boards. More than 50,000 users completed quiz at launch and it helped raise awareness for the Michaels Weddings site, resulting in a very low CPA of $0.25. 

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