The challenge:
LoveCrafts, the world’s leading community for the crafters, was welcoming the world famous knitting queen Debbie Bliss to the family and approached us to help announce the news. They wanted something inclusive and authentic, celebrating Debbie but also the community who made her who she is today.
The Solution:
Inspired by the insight that people knit for a huge variety of very personal reasons we invited a group of Debbie Bliss super fans from around the world to join us for a group knitting session focused around the theme ‘WHY I KNIT’. By shooting in a single location we were able to capture a huge range of stills and multiple films including in depth personal stories from our knitters.
The impact:
The campaign smashed all organic and paid media targets, In particular on Facebook saw where brand uplift rose 5x with around half the cost per person. Facebook were so impressed they even featured the campaign as a case-study on how to successfully use video!
Why it Mattr’d:
Beyond uncovering some incredibly personal human stories the content formed a huge library of material for online and print, meaning maximum bang for buck whilst stretching the campaign over multiple months. We also generated some brilliant earned media through the influencers featured and the subsequent thousands of fans who later shared and commented on the films with their own personal stories via the hashtag #WhyIKnit.
% Brand Uplift on Facebook
“Working with Mattr was a real pleasure. Not only do they know their stuff but they’re also a pleasure to work with - creative, flexible and kind but never fearful to push us to try new things and think differently. Most importantly our creatives got the results we hoped for, so what more can you want!”
