Dive Brief: 

• Michaels launched a campaign, “Respect the Handmade,” in support of the recent debut of MakerPlace by Michaels, its new online marketplace that features handmade items, classes and how-tos, according to a press release.
• Central to the effort is a 30-second spot showcasing a slew of handmade goods coming to life, set to a playful cover of the classic song “Respect.” The campaign spans social media, the MakerPlace website, Michaels-owned channels, streaming video and programmatic paid media. 
• Michaels is also supporting MakerPlace, which launched in November, via an in-store pilot program, inviting makers to sell directly to their community at their local Michaels store. The retailer’s latest marketing move signals how it is attempting to stay competitive against platforms like Etsy. 

Dive Insight:

Michaels is putting marketing muscle behind its recently launched MakerPlace through the online shop’s first-ever campaign. “Respect the Handmade” could help the brand gain share against digital competitors like Etsy and loyalty from the growing number of consumers who prefer shopping from small or local businesses.

Messaging behind “Respect the Handmade” is meant to celebrate Michaels’ ongoing support of independent artists and the customers who buy their products. At the center of the campaign is a 30-second spot, which features items like a bag, earrings and flower pots coming to life to take part in a playful cover of “Respect,” the hit song originally by Otis Redding. The creative, which showcases items from actual MakerPlace sellers, was handled by agency Oberland. 

Michaels additionally is using its brick-and-mortar presence to test another way for handmade artists to sell their items at their local Michaels store via an in-store pilot program. The brick-and-mortar element is part of the brand’s “test and learn” strategy, a data-driven approach to launching small-scale, in-market experiments that inform future launches, per release details. The first in-store pilot began Feb. 24 in seven stores across the U.S. and the next pilot will begin March 23. 

The Michaels MakerPlace was created to support handmade artists by offering multiple membership options, lower fees and more ways to earn, whether through selling items, hosting live classes or sharing how-tos with commission-earning supplies lists. Michaels, headquartered in Irving, Texas, currently operates over 1,300 stores in 49 states and Canada.

The first campaign for MakerPlace by Michaels follows a brand refresh by the retailer last year that introduced the tagline “Everything to Create Anything,” positioning the company as a creative partner. Michaels has made additional efforts to support sellers, including through the creation of a dedicated online marketplace for third-party sellers.

The creative push from Michaels also comes as competitor Etsy steps up its own marketing, with the e-commerce company recently making its Super Bowl debut to highlight a new gifting hub. Pinterest, also regarded as an online destination for creative inspiration, has similarly ramped up marketing recently to showcase how people use its platform to discover and experience new opportunities, places and ideas.