Holloman - Social Media Campaign FINAL

I chose to create a campaign that combines the social media site Pinterest with the craft supply store Hobby Lobby.

The main goal of this partnership is to get pinterst users to actually create some of the crafts that you can find on the website instead of just pinning and wishing they could create them. By adding a "hobby lobby button" for lack of a better term, users would be able to click through to a preloaded Hobby Lobby online shopping cart with all the supplies or to a downloadable PDF with a supply list and instructions.

And since this would be a new campaign, it would also feature a info bubble that clues the user in to what these new buttons are for.

 By clicking the Online Shopping button, the user would be redirected to the online shopping cart: The cart is preloaded with the best supplies offered by Hobby Lobby to complete the project.

By choosing the PDF download option, the user would be prompted to download the file, and they would be able to print a handy shopping list and instruction sheet:

By utilizing either option in this new feature, the user would also benefit by receiving an offer for a discount on their purchase:

Users would also be able to browse products on Hobby Lobby's website, and then find crafts that are related to and/or use that product:

 which would link to a relevant pinterest page:

WAYS OF ADVERTISING:

I would want to advertise mainly in 2 ways. 

The 1st would be handbills that to get the campaign known and out there in the beginning would be given to customers along with there receipt at Hobby Lobby.

2nd would be through online banner ads on relevant websites. I chose DIY Network and Martha Stewart.

Last but not least, the facebook pages of each company would also advertise the partnership with their cover photo:

Holloman - Social Media Campaign

What's the challenge?
To create a hypothetical social media campaign for the joining of Hobby Lobby (craft store) and Pinterest (social media site).

What is the target audience?
Crafters/crafting-enthusiasts, pinterest users, focused on a slightly younger target market, however not limited to any specific age range.

What does that audience currently think?
They like pinning ideas and crafts onto boards and sharing them with friends, and would love to be able to actually create the projects. Shoppers of Hobby Lobby love their crafting tutorials/guides and their wide array of products.
What would we like the audience to feel or think?
The audience should think and feel that crafts/being crafty are not out of reach, they don’t have to be satisfied with pinning an image and calling it a day. With the combination of these two companies, they will actually be able to create these things.

Brand essence?
Creativity and Simplicity.

Key emotions
Make users feel they can be ‘crafty’, excited at the possibility of creating these things

8) Best media to facilitate this goal?
www.pinterest.com and www.hobbylobby.com as well as in store handouts. Also click through advertisements on relevant websites ( I chose DIY network and Martha Stewart)

Key elements and budget?
Advertising via different channels.

Single most important takeaway?
Shop more at Hobby Lobby, more users signing up for pinterest, more people creating things

What do we want the audience to do?
To enjoy making these pins a reality, and become more interested in crafting. If this were a real campaign, the end all goal would be that by people learning how to create these crafts and projects, they could then create their own and keep sharing how to’s and tutorials, overall it would end up creating more business for Hobby Lobby and other crafting stores as well as the possibility of people then creating small businesses selling crafts and products they’ve made.