‘We Do, I Do’
A campaign from Hobbycraft to engage with the booming millennial craft audience & provide a solution to the increasing cost of weddings.
The Problem:
Craft has entered the mainstream but Hobbycraft is not recognised by its booming millennial audience.
The Insights:
41% of crafters are millennials. They craft for the experience, wanting to make something for themselves.
With the average cost of a British wedding at £18,400, and the strains of the cost-of-living-crisis, couples planning their wedding are opting for a DIY approach.
3 in 5 couples are making their own stationary.
2 in 5 couples are arranging their own flowers.
Half are making their own decorations.
Hobbycraft is here to help you create. With over 2,700 free project ideas, how-to-guides, and workshop programme, crafting is always on the cards.
The Solution:
The ‘We Do, I Do’ campaign aims to stop the 38% of newly-weds going over budget on their special day.
The month of May is the peak of British wedding season in the UK. Save the date. It’s when the‘We Do, I Do’ campaign will commence. It will target the components often done DIY for budget-strapped millennials.
The Touchpoints:
A series of newspaper print and Pinterest advertisements will tie the knot between weddings and Hobbycraft.
Invites will be sent out to redirect to-be-weds from expensive wedding retailers towards a Hobbycraft workshop.
Ushering our audience in-store. They’ll be greeted by employees wearing their craft-coded typographic name badge and receipts will continue to invite our audience in-store.
Branding
Campaign
Copywriting
Digital Design
Illustration
Typography