Holloman - Social Media Campaign

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

2) 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.

3) 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.

4) 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.

5) What facts or evidence will assist this change in thinking?
A quick rise in downloads of the app, and higher amounts of users/shoppers on pinterest and at hobby lobby

6) Brand essence?

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

8) Best media to facilitate this goal?
Pinterest and Hobby Lobby’s websites, as well as (probably) a facebook page and an smart phone app.

9) Key elements and budget?
Advertising via different channels and the app itself.

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

11) 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.