WORK / A CRAFTERNOON WITH BUSY PHILLIPS

Michaels – A Crafternoon With Busy Phillips

THE CHALLENGE
When most consumers think of Michaels, the first thing that comes to mind is a go-to location to grab a glue stick for your science fair project, or a place to custom frame the college diploma that’s been sitting in your attic for years. However, did you also know that Michaels provides all of your holiday decorating needs in one stop? In an effort to generate earned media, they turned to Advantage to create an experiential environment showcasing their holiday offerings. We invite you to join us at “A Holiday Crafternoon with Busy Phillips”.
THE IDEA
Advantage teamed up with Michaels to create an immersive winter wonderland. Media members were invited to participate in “A Holiday Crafternoon with Busy Phillips” that showcased multiple crafting stations incorporating Michaels’ new 2019 products and holiday décor.
First thing’s first: select the perfect venue! We found The Flat in Manhattan to be the perfect setting. Centrally-located with a wall of customizable windows, this blank canvas gave Advantage the ability to take ownership of the space and turn it into an actual winter wonderland. Large Michaels graphics covered the front windows, looking in on the tree and décor displays. Once inside, attendees truly experienced the magic of the holidays.
Greeted with themed cocktails, a custom hot cocoa station, holiday music and festive quick bites, guests immediately got into the spirit of the season. Actress Busy Phillips interacted with the crowd as they created handmade holiday keychains, ornaments, and Star of David hanging decorations. Advantage and Michaels created shareable photo moments that included a wrapping paper-lined step and repeat, an ornament-filled British phone booth, a cozy plaid sitting area, and a sparkling Christmas tree forest that showcased the full holiday lines of Michaels décor. Guests showed off their holiday cheer while hashtagging #MakeitwithMichaels and kicking off a season of festivities.
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THE RESULTS
Michaels brought together a community of media members across New York City to soak in all the 2019 Holiday décor they have to offer. Among the outlets who wrote national articles: People.com, Yahoo Lifestyle, New York Magazine and Just Jared, to name a few. On top of that, Busy Phillips showed Michaels’ 1.5 million Instagram fans that even when you’re a star, you still have time to craft! If you didn’t leave with Mariah Carey’s All I Want for Christmas is You stuck in your head, you probably didn’t craft hard enough!
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“Busy Phillips showed Michaels’ 1.5 million Instagram fans that even when you’re a star, you still have time to craft!”

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