Martha Stewart’s Countdown to Christmas
American business magnate and homemaking guru Martha Stewart is an icon for all ages when it comes to crafts and DIY, and has recently been discovered by a new generation of budding homemakers. Her website has seen a 40% jump in traffic among 18 to 34-year-olds every month this year. The number of women in this demographic watching her DIY videos has grown by 172%, while those accessing content via a smartphone has increased by 168.3%.
As Stewart’s traditional TV presence diminishes, her online presence is growing to appeal to her new fan-base of crafty internet-savvy Millenials. This Christmas she has launched ‘Martha Stewart’s Countdown to Christmas’, a series of 17 videos featuring demonstrations of holiday recipes and craft projects, along with gift and entertaining ideas.
All the videos will be shot at her home in Bedford, New York and are the first pure, short-form online views to star Stewart herself. They will also feature prominent product placement such as Starbucks, Estee Lauder and Truvia. The videos will be available through YouTube and AOL, as well as on MarthaStewart.com.
For more on the popularity of craft online see Stylus Report Best of the Design Blogs: DIY.