For Michaels, the nation’s largest retailer of arts and craft supplies, holidays are a big deal. 30% of their sales come from seasonal items, and they offer both off-the-shelf decor and the supplies for do-it-yourself creations. In 2024, they needed to prove that Michaels is the place to take your holiday game up a notch, and create something that feels uniquely you.
Oberland helped Michaels create a new campaign that all takes place within the store, featuring iconic Halloween and Christmas characters. These “holiday experts” like vampires, spooky twins, and a giant yeti, head to Michaels to take their holiday decorating to the next level.
The spots far exceeded category average and competitors in terms of attention, likability and watchability, and helped Michaels have one of its strongest holiday seasons in recent memory.
