The Goal: Knitter’s Pride wanted to sponsor an influencer who could create a series of engaging craft videos to highlight their wide array of knitting and crochet tools.
The Strategy: Stitchcraft Marketing worked with its extensive influencer network to connect Knitter’s Pride to Vickie Howell, noted crafting celebrity. The result was an ongoing sponsorship of Ask Me Monday, a live-streaming series that airs every Monday to Vickie’s 105K Facebook followers. The videos are then available for viewing afterward and promoted on Vickie’s blog and to her 23K Instagram followers. On each episode, Vickie covers various topics from “How to Knit Socks 2 At a Time (using Knitter’s Pride Zing needles) to “How to Use a Nostepinne.”
The Result: Most of the videos generated between 8 and 10K views, but one Halloween stream generating a whopping 20K views and the holiday-themed Scrap Bin Stockings stream had 29K views.