When we got back from the holiday break in January 2024, our trending product team brought us a product none of us even knew we sold: chunky chenille yarn. I immediately got excited to create more crafting content (after all, it is one of my favorite kinds).
I dove into content creator research to find someone that could bring existing knowledge and authenticity to the asset, but that could still create eye-catching content for the brand. I landed on @sabsstuffies, who had an existing following of yarn lovers and the kind of content we were looking for. Partnering with my copywriter, we developed a detailed brief and sent it over. She delivered exactly what we envisioned — authentic, visually engaging, and on-brand.
The final asset performed well across our channels, proving the power of pairing the right product with the right creator. And yes, I bought the yarn in every color… still haven’t made the blanket, but it’s on my list.
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