JOAND

the story

After our successful Getting Knotty tie-knot blanket campaign, SOCIALDEVIANT was tapped to breathe new life into the JOANN brand at large. The goal? Spotlight the brand’s natural connection to handmade authenticity AND the spirit of creative snowballing.

The solution? “JOAND.”

Messy, free-spirited, and obviously ownable, our hero CTV spot and social content for the “JOAND” launch campaign employed colorfully crafted set design, free-flowing cinematography, and a script about the frenetic joy of making… to laser target Gen Z, while also nodding to the other generations of crafters who’ve come to know Joann as a beacon for creativity.The results were never-anding :)

• $885K – Spend

• 101.7M – Impressions

• $8.71 – CPM

• 1.64 – Frequency

We continued the JOAND campaign through the Halloween season, with a hero spot and social content featuring dramatic set pieces, classic horror references, and an ensemble cast that played up the fun of crafting an insanely cool costume together.

The results were so good it’s scary:

• $251K – Spend

• 64M – Impressions

• $3.94 – CPM

• 2.55 – Frequency

the output

Integrated Strategy

Creative Ideation

Production

Animation

Social Content