Embedded Files
Overview
May is Mental Health Month—a natural moment to connect the therapeutic benefits of crafting with Yarnspirations’ audience. Stitch Stress Away positioned stitching as both a creative outlet and a tool for supporting mental well-being, fostering deeper engagement with the community.
Role: Graphic designerCreative Director: Suzanne Theurig
Approach
Support mental well-being → build community loyalty → increase engagement
Delivered actionable “stitching + wellness” tips integrated into existing email communications
Encouraged sign-ups for ongoing programs (e.g., Crafternoon) to deepen participation
Linked education, inspiration, and product purchase seamlessly
Key Work: Crafternoon Program
A four-week series connecting community, craft, and wellness:
General benefits of crafting for mental health
Crafting with family and teaching children
Challenging yourself with new skills (intermediate/advanced projects)
Organizing your craft space for a clear mind
Each email and social set included educational content, inspiration, and a CTA to engage with the Crafternoon landing page on our DTC website, or with our broader resources.
The live landing page can be found here.
Art Director: Liz Balmaseda
Stitch Stress Away (Email + Social)
Small, digestible mental health tips tied to crafting was added to the bottom of regular emails to boost awareness and engagement.
Art Director: Mel Pardilla
Craft Your Calm Sale
Finally, the campaign came with a sale to leverage the increased engagement.
Art Director: Mel Pardilla
Impact
Increased email sign-ups.
Strengthened community connection by framing crafting as a wellness tool.
Supported sales through a targeted, wellness-linked product promotion.
Learnings
Driving community engagement with relevant subjects leads to brand loyalty.
Integrating campaign communications into existing touchpoints increases reach without overwhelming users.
Combining education, inspiration, and purchase opportunities creates a cohesive, value-driven experience.
Google Sites
Report abuse