The Monthly Retail Social Spotlight: Michaels Stores, Chico’s, Dick’s Sporting Goods

Since Michaels Stores’ customers have such diverse interests — scrapbooking, cake decorating, beading, knitting, painting, etc. — it can be difficult for the brand to find content that resonates with everyone. However, a recent "Pin It to Win It" sweepstakes offering the chance at one of five $100 gift cards succeeds by focusing on a common theme: crafter/artist obsession with and dedication to what they love.