Cricut's Catch a Cutie
Our team collaborated with Cricut to generate activation concepts for the holiday season, incorporating popular trends such as “Get Ready with Me” (#GRWM) into “Get Crafty with Me”. Inspired by our ideas for the holiday-themed ‘Catch a Cricut’ campaign, they commissioned us to develop a custom TikTok filter to help further amplify their messaging.
Utilizing TikTok Effect Studio, a platform for designing and crafting personalized augmented reality (AR) effects, several options were proposed. One standout idea was a falling and catching game that seamlessly aligned with Cricut’s campaign, featuring their mascot “Cutie” hidden across their platform, each discovery leading to discount coupons. The filter allowed users to tilt their heads back and forth to maneuver a virtual box, attempting to catch as many Cuties as possible within a set timeframe.
Results
The interactive TikTok filter was created to align with pre-planned content already slated across Cricut's website and other channels. The TikTok filter was launched in advance of the campaign, garnering significant attention. The accompanying video on TikTok accumulated 115K+ views, with crafters from the Cricut community utilizing the engaging filter game to challenge their friends.
This project marked a continued collaboration that leveraged the initial success of our IWD infographic to create an exciting new social experience for users.
Credits
Design + Storyboarding: Crystal Chambers
