With a mission to help people live creative lives, Cricut provides tools to make beautiful, high-quality DIY projects quickly and easily. As the inventor of the smart-cutting machine category, Cricut offers a full suite of products to spark one’s creativity including the Cricut Maker 3, Cricut Explore 3, Cricut Joy, EasyPress, Mug Press, as well as the innovative Cricut Design Space software for designing and accessing a huge library of projects.
Having recently launched into Canada, Cricut began a massive marketing expansion and tapped Vive to tackle multiple streams of their new strategy. This included expanding their newly created social media pages, implementing a robust influencer marketing campaign, starting an ‘alway-on’ media pitching strategy, as well as running in-person and digital media events.
By taking a synchronized approach to Cricut’s new marketing strategy, our goal was to rapidly expand the brand’s overall presence in this new market by tapping into three key areas. On social, this meant focusing on expedited follower growth, expanding to new platforms like TikTok, and increasing engagement with enticing owned and UGC content. For influencers, this meant building brand-aligned partnerships that maximized reach and engagement with a new roster of 100+ content creators on Instagram, YouTube, and TikTok. For PR, this meant establishing relationships with key writers and producers across the country by offering virtual workshops, in-person events, and timely media pitches.
Starting practically from scratch, Vive was able to build a flourishing social media presence for Cricut Canada across multiple platforms. Over the course of nine months, the brand saw a dramatic increase in their social audience with 16,023 new Instagram followers, 37,930 new Facebook followers, and 1,296 new TikTok followers. During this time, branded content earned over 2 million Instagram impressions and 1.27 million Facebook post impressions. Along with incorporating an algorithm-friendly strategy with consistent content, reels, and interactive Instagram Stories, Vive also implemented monthly Facebook Lives in order to boost engagement and provide added value to Cricut Canada’s followers.
With a goal of building an engaged roster of Canadian influencers who could produce quality content for the brand, Vive oversaw 131 sponsored partnerships with macro, micro, and nano influencers. In total, these campaigns had a combined reach of over 23 million. Alongside monthly and seasonal campaigns, our team also ran specific collaborations with Cricut retailers including Indigo, Walmart, Staples, and Home Depot.
In order to educate Canadian audiences and bring awareness to Cricut in Canada, our team developed timely strategies aimed to establish relationships with key writers and producers. This resulted in broad spectrum coverage with 100+ earned media placements totalling 770 million impressions and yielding a $96 million publicity value. Notable coverage included National Post, Toronto Sun, Daily Hive, Narcity, Yahoo Canada, CTV News, Parents Canada, and more. To supplement organic opportunities, we also created a sponsored content strategy and partnered with reputable Canadian outlets like Reader’s Digest and Global’s The Morning Show to further tell Cricut’s brand story.
Having just been introduced to the Canadian market, Cricut wanted to make a splash and introduce the brand to notable media and influencers with an in-person holiday event. To do this, Vive created and executed the nation-wide HoliDIY event series and invited media, influencers, and retail partners to experience how one can DIY for the holidays using Cricut. With over 60 media outlets and influencers attending, this tour resulted in earned media coverage in CKNW 980, Global News, Vita Daily, Daily Hive, Parents Canada, Clin D’oeil, and more, totalling 11 million impressions and earning $768,841 in publicity value. Throughout the event, organic social media coverage for #HoliDIYswithCricut reached nearly 1 million people.