It’s Hip To Be Square

The Crochet Club by Veritas

The challenge

Imagine a basket full of wool, a cup of tea and juicy conversation. Our grandparents enjoyed it so much. “Time to crochet a sequel to this story”, said Veritas. Because if you need a ball of wool, a crochet pen, a pattern… the popular Belgian retailer is the place to be. To put the DIY crochet range in the spotlight in an old school manner, Veritas came knocking at our door. We got creative with our content & PR teams and brought “The Crochet Club” to life through video and photo content. We organized one DIY day to crochet together with Veritas and their ambassadors.

We’ve also inspired press and stylists with a touch of nostalgia by integrating the crochet collection in multiple trend mailings about the crochet trend and top topicals. Moreover, we convinced them to integrate Veritas images into shopping pages and trend articles. And ooh… If you spotted a crochet piece in a shoot this year, it was on loan from our MMBSY showroom via a stylist.

The target

To create as much content as possible and make crochet hip again! From How To videos for more engagement to a mood video to reach the target audience. This content was then shared on various channels of Veritas and their ambassadors. Getting the press on the hook was also one of the objectives.

The work

We’ve put together a ‘Crochet Club’ with 5 influencers, who totally fit into the DIY picture. We’ve asked them to attend a crochet workshop at Pakt, a cosy location in Antwerp.. This venue was completely decorated in a homely style.

Under the guidance of a Veritas crochet expert, the influencers got to work themselves. They’ve made their own content of the crochet event and the creations, on Instagram stories and in one Instagram post.

The key message

‘Crochet is hip again and you can make the cutest creations with it, all to your own taste!’

Tag & hashtags

@veritaseu, #itshiptobesquare #grannysquares #crochetclub #madewithveritas #werareveritas #DIY #crochet #veryveritas

The results

Content & IM

By spending a day shooting photos and videos with our Veritas expert and influencers at a beautiful location, we’ve created evergreen content that Veritas can continue to use across multiple channels.

PR

With the crochet campaign, Veritas responded to a trend-sensitive topic, which resulted in media coverage by various titles.

The figures

    • Total reach: 3.142.587
    • Total PR value: € 40.227
    • Number of publications: 49
    • Number of seeded press and influencers: 5

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