Michaels Taps TV Star Angela Kinsey to Lead Party Planning Push
Event summary
- Michaels appoints Angela Kinsey as Director of the Party Planning Committee to lead its 'Party Like a Pro' campaign.
- The campaign introduces 'Partynomics,' a formula for stress-free, budget-friendly entertaining.
- Michaels sold 17 million balloons in the past year, reinforcing its position as a top party destination.
- The Party Shop at Michaels attracts nearly a quarter of new customers in the party category.
- The campaign targets millennials, with 62% hosting occasion-based celebrations in the past year.
The big picture
Michaels is capitalizing on the growing millennial hosting trend, with 39% planning to host more frequently in the next 12 months. The appointment of Angela Kinsey and the introduction of 'Partynomics' aim to simplify party planning, addressing the gap between the desire for themed events and the lack of professional help. This strategic move positions Michaels as the go-to destination for celebrations, leveraging its extensive product range and convenient shopping options.
What we're watching
- Customer Acquisition
- Whether Michaels can sustain the pace of attracting new hosts to its Party Shop.
- Market Positioning
- How the 'Partynomics' formula will differentiate Michaels in the competitive party supplies market.
- Campaign Effectiveness
- The impact of Angela Kinsey's celebrity endorsement on millennial engagement and sales.