With the creative team at Aisle Rocket, I wrote and created a suite of seven ads for Cricut to gain awareness and convert their audience of ‘Makers’ into repeat customers.
“How Renee Makes Personalized Gifts” – Customer Testimonial Ad
“Make the Ordinary Extraordinary” – Awareness Ad
“Personalize Your Next Gathering” – Awareness Ad
“Make Their ‘To Do’ Your ‘Can Do'” – B2B2C Ad
“What Will You Sell?” – B2B2C Ad
“Make it Yours in Four Easy Steps” – ‘How To’ Ad
“How to Make Vinyl Decals” – ‘How To’ Ad
The Approach
As the sole writer on this 360 campaign, I worked with the director and my group creative director to create a suite of ads for everything from brand awareness and retargeting of potential consumers to content designed for small business owners looking to grow their product offerings and new ‘Makers’ who want to learn how to make basic projects.
Collaborating with Cricut’s internal marketing and data and insights teams, I wrote these ads to target two of the brand’s potential areas for new customers: small business owners who needed support from Cricut as a B2B partner and first time purchasers who didn’t realize the full potential of their new Cricut machine.
The campaign created a suite of evergreen ads that the brand could use to target a variety of consumer segments at different points in their sales funnel.
The Results
More than 35 million viewers have seen these ads across the life of the campaign, driving hundreds of thousands of new and existing customers to Cricut’s direct-to-consumer website. The brand was particularly excited about the number of existing customers who returned and purchased material for a second project, a historic pain point for the brand and one of the specific objectives this campaign was tasked to accomplish.
Jeff Girten 