The target we were trying to reach is very adverse to advertising. They prefer first hand referrals, blog postings and word of mouth advice. In creating our campaign we had to be very careful to align to the sensibilities of our target without “selling” to them.

Based on the handmade nature of the products at The KNIT Café we decided that our ads would resonate best with the target if they were inspired by the offerings themselves. To do this we wrote headlines that were genuine, heartwarming and inclusive and then created hand lettered type, each letter individually wrapped, to evoke the softness and warmth of the store. We then carefully arranged the type against a backdrop of complementary coloured balls of yarn.

The campaign definitely resonated with our target and with in craft and design blogs. There were no hard sales metrics tracked, but foot traffic and buzz around the neighbourhood definitely increased during the month long campaign.