Hobby Lobby

The category leader in craft supplies, Hobby Lobby came to TRG with a clear challenge: To continue the company’s run of investment and growth, the brand had to introduce itself to a younger audience of enthusiasts – one not trained on printed weekly coupons, but one that engaged with brands more steadily through YouTube and Instagram. Research showed that this younger cohort mainly used their creativity to bring joy to others, especially over the holidays. Enter our “What you make it” work. Emotionally driven, written around connection, and made to stand out as :60s in an online world of :06s, this creative moved all sorts of digital needles. In a single year, Hobby Lobby’s social media and YouTube campaigns became the second-largest driver of store traffic nationwide, with one of the lowest costs per store visit in the retail category.