Campaign: Getting Crafty in the Community

Havas PR UK was briefed to support Hobbycraft in its store expansion and refit strategy.

Our strategy was to knit (excuse the pun) close bonds between the local community and create a series of events that showcased the inspiration and fun families can have from creating things together.

A series of Punch and Judy workshops were booked throughout the country to tie-in with popular sock puppet products and Hobbycraft colleagues provided demonstrations and lessons on making the perfect puppet.

Business interviews were set up alongside this with regional store managers to talk about the brand investment in the local area and job creation.

Havas PR UK created individual PR programmes for each new store and refit which enabled Hobbycraft to raise awareness of store location and provide content for its multi-channel team, a growing part of its business.

By the end of last year we had surpassed our target KPIs for coverage and engagement for this campaign and generated long-lasting relationships for the stores themselves.