Hobbycraft: Embrace Imperfect
Aim: To reposition Hobbycraft from a brand for stuff to a brand for good.
Insight: Teens aged 13-18 during lockdown have taken to crafting. Crafting helps people socialise and can help reduce feelings of isolation. As well as this, crafts boost people’s mental health, they can reduce anxiety and stress, give people a sense of accomplishment and increases happiness.
Social media feeds into the idea that everything has to be perfect and if it’s not, you shouldn’t try.
Social media
Hobbycraft will use both Instagram and Tik Tok.
Hobbycraft will have sponsored Instagram posts and they will set up a Tik Tok which will be filled with inspiration and tutorials.
Tik Tok Account
Workshops
Workshops will take place on Zoom and will be a space where people can chat, whilst doing their own projects. It will be like a virtual knitting circle.
There will also be beginners’ workshops which will introduce people to new hobbies and crafts.
As well as this, anything made in these workshops can be donated to Hobbycraft and sold, all profits going to the charities Mind and Together for short lives.
