Cricut empowers a global community of makers, turning everyday materials into personalised designs through smart cutting machines, tools, and software.
In early 2025, the brand wanted to shift from performance marketing to a brand-first approach, unlocking scalable customer acquisition and increasing sales of its innovative crafting machines. The challenge was to build brand affinity, reach new audiences, and maintain strong performance metrics in a competitive category.
Our approach centred on brand-focused paid social, prioritising reach and upper-funnel campaigns alongside traditional sales or traffic-based objectives.
Key initiatives included:
By combining creative innovation with rigorous measurement, Cricut transformed both how campaigns were executed and how budgets were allocated.
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The strategy delivered strong growth across multiple markets:
Strategic KPIs:
Brand lift studies proved the approach was working. Germany achieved +37.8 brand lift against e-commerce benchmarks of 10, compared with 15.6 in 2023, showing a clear increase in audience affinity.
By placing creators and community-led content at the centre of campaigns, Cricut turned everyday crafters into storytellers while driving scalable acquisition and measurable business results.
