JOANN

 
 

the story

JOANN is a $2B crafting supply store with passionate loyalists. But the next generation of crafting enthusiasts barely know it exists. GenZ is obsessed with making fleece tie-knot blankets though, and for them it’s an experience best shared with family, friends, and bae. Luckily JOANN isn’t just the largest supplier of fleece, but their brand DNA is all about joy in the crafting process. It’s not about the final product or gift, it’s about the act of making something together.

Enter our holiday “GETTING KNOTTY” campaign, which used a lil’ ol’ entendre (aka sounds like GETTING NAUGHTY) to have some truly disruptive fun with interest in fleece-tie blanket-making. 

GETTING KNOTTY didn’t just inject a bit of youthful irreverence into a mature brand, it made big waves in GenZ Instagram and TikTok feeds to the tune of:

  • Over 11,000 comments

  •  A 5-point lift in unaided brand awareness with GenZ

  •  A 2.2 point lift in site visitation

  •  An 11% lift in ecommerce fleece revenue

the output

Integrated Strategy

Creative Ideation

Production

Animation

Social Content