Michaels was already a beloved arts & crafts retailer. But when they came to OBERLAND, sales had declined 6.4% and they fell to #2 in the category. We needed to reinvigorate the brand and center it around an idea and a purpose that reminded shoppers how Michaels makes them feel.
“Create the world you want to live in” centers on the pure unadulterated joy found in every aisle at Michaels and features vignette-style spots set to the iconic song “Joy to The World” by Three Dog Night. It celebrates how arts, crafts, parties and decor can make our everyday lives better and invites everyone to define their own version of a beautiful world. A resonant message for our current times.
2.3% increase in same-store sales (Q2 2025). Halloween 2024, 43% improvement in click through rate.
Holiday 2024, improved purchase intent by 30% and ad recall by 11%.
