Beyond Fabric

Rebranding Jo Ann as the Destination for all Makers

Jo-Ann Fabric and Craft Stores
Rebranding Jo Ann as the Destination for all Makers

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Assignment

Our primary assignment was to drive retail traffic in store and online for several seasonal promotions. Our equally important objective was to help reposition Jo Ann as the ultimate destination for everything Makers need to make. Yes, Jo Ann has the best selection of fabric, plus the retail giant also has thousands of project supplies for endless handmade possibilities.

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Approach

We created a motivating campaign that inspires people to create, with Jo Ann. Tapping into the wildly popular online how-to videos, the spots quickly demonstrate some of the fun, unexpected and easy projects possible after a visit to Jo Ann. The promotional campaign conveyed a sense of urgency with a kinetic, toe-tapping energy.

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Result

As with our prior year’s campaign (Jo Ann’s first television spots in history), sales for promotions significantly outpaced prior year’s sales events. The success of the television campaign spawned a slew of online content for all of Jo Ann’s digital properties, from Instagram to Pinterest.