Brand Campaign
Debbie Bliss - Why I Knit
The Project
A grass roots community led brand campaign across digital and offline channels.
Debbie Bliss is an industry leading knitwear design and yarn brand by the award-winning and MBE designer Debbie Bliss. In 2018 the brand was acquired by LoveCrafts and would be made exclusive. It was my responsibility to oversee the communication and marketing strategy.
Working alongside the wonderful folks at Mattr Media, we created a series of videos centred around one question ‘Why I Knit’, inviting knitters from the LoveCrafts community to share their personal stories.
The Goals
Drive awareness of new exclusivity at LoveCrafts
Increase Debbie Bliss awareness
Maintain brand favourability
The Message
With Debbie’s passionate and loyal community as well as her contributions to the crafting industry, it was essential to ensure that the campaign was authentic and maintained integrity. The message was centred around the knitting community and knitters themselves: Why we knit.
Channels
YouTube
Print Ads
Influencers
Events (Knitting & Stitching Show)
Order Inserts
How’d it do?
We smashed our paid media targets and saw a significant uplift in awareness, favourability and ad-recall.
*Europe, the Middle East, Africa
