Case studies/Michaels


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Michaels Inc., a brand comprised of 1,252 stores in the United States and Canada, is the largest retailer of arts and crafts, a $90 billion industry. In 2020, the executive team developed a strategic plan to better serve the $100 Billion creative economy through a connected omnichannel approach and wanted to share this strategy with investors and analysts.



Video content and production including a sizzle reel, leadership videos, vignettes; scripting; motion graphic presentation; virtual event production; livestream administration


To help Michaels executive leadership deliver its new business strategy The Buddy Group leveraged the trusted Storydriven Strategy to share what drove relatability with the core audience of Makers and how it is evolving what it means to be “here for the Maker” by empowering creative entrepreneurs with an omni-channel experience. All of this was wrapped into a dynamic-virtual presentation that told the story of Michaels, highlighted what customers love about Michaels and introduce the investment thesis for the future.


Several months after the virtual Investor Day presentation Michaels was acquired by a private equity firm following a year of strong business results. As a result of this unsolicited acquisition, Michaels will continue to execute their new strategic vision and lean into opportunities to be “here for the Maker”.