All retailers show up for Halloween. Michaels turned it into a cultural drop.
The rollout unfolded as a sequence that built momentum from preview to release. The preview email’s tear made the experience feel fun and distinctly Michaels. Color, messaging, and timing were aligned across each phase, turning the campaign into a cohesive narrative that unfolded over time.
The campaign rolled out across three distinct email moments, each designed to build momentum from early access to full launch.
