Michaels strives to help their customers find and share their creative inspirations. For Mother’s Day the objective was to create an inspirational experience that will lead to meaningful family time, gift-giving, and the creation of memories and to build the scale of the Facebook community.

At the time of the project, Michaels’ competitors did not host any Facebook applications beyond the regular coupon promos. In the competitive landscape, they took the lead by looking deeper into Facebook; taking advantage of Timeline and implementing Open Graph actions. On one end, the Michaels Memories of Mom app provided a way to publish shareable and meaningful content dedicated to mom, and on the other end, it showcased Michaels’ as an innovator.

While the campaign drove engagement 165% over baseline, it also introduced and led followers to MiDesign@Michaels, a web-based application for creating albums, scrapbooks, and custom invitations. Once users completed their Memories of Mom projects on Facebook, the roadmap continued to bring them to www.MiDesign.Michaels.com, where they would then be able to print projects at home. Here, they would also be able to start new projects and share on Facebook.