Hobbycraft goes hyper-targeted to nurture new lockdown audience

Building on a crafting surge, media agency Spark Foundry reactivated the retailer's customer base that grew out of lockdown with a data-led campaign.

The target audience was identified as 24 to 44-year-olds with kids, along with a broader audience that was new to the market and defined which moments and contexts were most suitable across multi-channel environments. For awareness, they targeted individuals using search terms such as ‘crafting’, ‘gifting’, ‘home décor’ and ‘family’. 

Brand consideration activity focused on those in the market for arts and craft supplies, as well as gifting and occasions. For the lower-funnel, they sought to re-engage those who had previously interacted with the brand, including website visitors, people who have watched YouTube videos, past purchasers and CRM lists.

The campaign launched with four weeks of BVOD coverage across ITV, Sky and All4, including prime time shows like Gogglebox, The Great British Bake Off and Made In Chelsea. This was underpinned by a series of 30” skippable in-stream and 6” bumper ads on YouTube and video and collection ads on Facebook and Instagram alongside search and shopping ads to capture users searching for seasonal products.

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