All-In One Flower Power

Art Director: Liz Balmaseda

Background

In crochet, colour switching is a real pain! The Red Heart All-In-One series fixes that, with yarn that changes colour as you crochet a specific pattern. Flower Power is part of this series, featuring squares with a flower design. This yarn allows beginners to focus on just learning the stitches, or anyone who just wants to enjoy the flow of crochet.

The Red Heart brand is historied, with a core consumer base of seasoned but casual crocheters; typically middle American women who love to collect yarn and stitch a bulk of functional and fun pieces. Flower Power, however, targets a new generation of trend-conscious beginner crocheters, and was a big bet expansion on the brand's reach.

Goals

This campaign wanted to target beginners, while aligning with the brand goals of product innovation, education, and inspiration.

The teaser and launch emails focused on the features and benefits of the product. The art director, Liz, created this retro themed photoshoot to go with the bright colours of the yarn, which I then paired with colourful graphics and groovy flowers.

We wanted to convey the features and benefits clearly while speaking to our consumers' enjoyment of fun crafts and beautiful projects.

Crocheter: Kat Brennan

All-in-One is the first of its kind, so I storyboarded, filmed, and edited three videos explaining what the yarn does. The launch video focuses on products and features (including compatibility with other All-in-One yarns), and the other two are tutorials.

The tutorial videos live on instructional pages (1) (2). The How-to-Stitch video also lives on the Flower Power product page.

Later, these videos would help roadmap for other All-in-One videos.

Flower-Power--Info--Horizontal.mp4

I built the mockup and hero banner for the revamped All-in-One family landing page. This page contains product information, a project carousel, and links to the educational videos.

See the full landing page here.

Emails 2 and 3 were inspiration-focused, and they had their own photoshoots to show consumers how crochet projects can be styled differently according to each person's own taste. They convey an overarching message that while they might be new to the craft, the goal of stitching isn't just to learn, but also to create cool projects.

Each email also launched with social media collateral–carousels, stories, and video for Instagram, Facebook, and Pinterest–and paid media ads–images and videos for Google and Meta platforms.

Flower Power - Try On.mp4

Future Expansion

While Flower Power is not the first All-in-One product, this launch campaign is the one that created a roadmap for other All-in-One products. The videos in particular are the reference point and layout parent for other All-in-One videos, even when they have their own visual identity.

All-In-One-Blanket-Granny-ABC-Social-.mp4

All-In-One-Blanket-Granny-Social - Launch.mp4

All-In-One-Blanket-Granny-Patterns-Paid-Vertical.mp4

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