An optimized retail media strategy for American Crafts led to success on Michaels.com

American Crafts is an arts and crafts brand known for their sleek product design and friendly customer service. With an expansive target audience base, the company is driven by the ethos that people of all ages can participate in the joys of creative DIY projects and crafts.

In order to boost sales of their innovative arts and crafts products, American Crafts leveraged Criteo’s Retail Media Platform to reach customers who shop at the arts supply company, Michaels. By collaborating with Criteo to launch a campaign on Michaels.com, American Crafts wanted to boost their return on ad spend.

Optimizing for success with Criteo’s Retail Media Platform

Criteo’s Retail Media team collaborated closely with Michaels and American Crafts to develop a strategy that would ensure maximum campaign success.

Based on ongoing campaign performance, the Criteo team launched weekly optimizations such as adjusting the line cost-per-click bid, page type multipliers, and SKU level product bids. For example, if a SKU was performing well in terms of return on ad spend, the Criteo team placed a product bid override on that SKU to increase the bid and vice versa for a SKU not performing well.

Due to strong campaign performance, the brand increased their total incremental spend by +20% throughout the campaign flight dates. The campaign also saw $44K+ in sales, 95M+ impressions, and a return on ad spend of 30% above the category benchmark.

The campaign’s success demonstrated the positive impact that investing in retailer sites can have for brands to drive conversion and remain top of mind for their customers. Criteo’s business strategy helps align the brand and retailer so that both can achieve mutual business goals.