Fiskars, a leading brand in the lawn and garden, cooking and crafting, and sewing categories, posed a challenge to Hiebing: Create a unified idea to engage a new generation of creatively minded makers and leverage the growing maker movement fueled by millennials.
We needed to show the target audience that Fiskars is a trailblazer in innovative, ergonomic tools that can be used to express individuality and creativity. We also needed to honor the brand’s long-standing “premium” equity, modernize the crafting and sewing business and take a bold new step into home improvement while leveraging the equity Fiskars has built.
A big ask, but Hiebing was up to the challenge!
The answer: The Shape Your World Tour. Using a traveling tiny house, we wanted to create a manifestation of all things possible with Fiskars tools. Our two teams concepted ways to showcase the many projects that were installed in the tiny house – from social media, to interactive digital ads, to video, we made sure every project got noticed.
Next, we looked at how to connect the Shape Your World Tour with makers. We sought out a scalable, experiential event that allowed the target to see and interact with Fiskars tools to get inspired to do projects of their own.
After thorough vetting, we determined Renegade Craft Fair to be the right fit as a multi-location event that spans the United States. The event would enable Fiskars to take the Shape Your World Tour from coast to coast, stopping to meet with makers in New York, Chicago, Los Angeles and San Francisco.
To elevate the experience of the Shape Your World Tour, we concepted make and take stations, guided how-to sessions and created custom project tags so attendees could learn more about how to make what they saw in the tiny house.
While the idea and execution was fit for the target, not everyone could attend the Renegade Craft Fair. To elevate awareness and increase engagement with those who couldn’t interact with the Shape Your World Tour in person, we built a digital landing page to showcase all that made the tour as magical as it was.
We loaded the site with a 360 video of the tiny house, submission form for the Shape Your World Sweepstakes, real posts from the road and links to project how-tos. All content was updated in real-time to reflect each of the events along the tour.
The result? An increase in year-end sales, advocacy scores and unaided awareness along with an experience that made makers across the world feel like they were along for the ride at each stop of the Shape Your World Tour.