KnitCrate, a monthly subscription box service offering premium yarn, was well-respected in the crafting community for its high-quality product yet struggling with growth.

From new subscribers to upsells to customer retention, opportunities to increase revenue existed across the entire customer lifecycle — and all could be influenced through a creative-led overhaul specifically targeting brand awareness, conversion, and loyalty.

As cost-effective routes for new customers, advertising and email would provide entertainment and affinity — with the help of some powerful influencers: teeny tiny yarn-loving kittens. (They also happen to be the perfect analogy for softness, the brand’s differentiator.)

To reduce customer churn, the brand experience was optimized for the customer journey, building segmented — and high quality — multichannel customer communications that focused on product education, customer enablement, and added value.

Across the board, the brand look, feel, and photography needed to be elevated from hodgepodge DIY to high-quality and premium to match the product’s high price.