- Crayola is expanding its partnership with digital content studio TheSoul Publishing following its success in growing the brand’s YouTube presence, per details shared with Marketing Dive. The partnership, launched earlier this yr, will now also encompass TikTok and Pinterest.
- The initial tie-up led to a rise in organic views on Crayola’s YouTube by greater than 40-times in April 2023 compared to the typical monthly performance during Q4 2022. Total hours spent watching increased 30-times over the identical period.
- The Hallmark Cards brand also reported a big boost in output for its YouTube channel together with a lift in subscribers. Crayola working to expand its digital reach comes as social media stays popular amongst younger audiences, including Gen Alpha.
Crayola is deepening its social media ties with its expanded partnership with TheSoul Publishing, an indication that the century-old brand is angling to connect with younger generations Gen Z and Gen Alpha. Together with the digital content studio, Crayola this yr will grow its creative content across YouTube, Pinterest and TikTok.
Since its initial tie-up, TheSoul Publishing has already made strides on Crayola’s YouTube channel that would have helped inform the brand’s decision to expand. Notably, the variety of published videos on Crayola’s YouTube channel is six times what it once was when comparing April of this yr to average monthly performance in Q4 2022. The subsequent surge of views, watch hours and subscribers underscores the worth of the partnership between the 2, according to Patrik Wilkens, vice chairman of operations at TheSoul Publishing.
“This tells us that the content is not only being watched, it’s being eagerly anticipated and commonly consumed by a dedicated and growing fan base,” Wilkens said within the press release.
Crayola prior to now has attempted to grow its digital presence to higher reach younger consumers. For example, the brand in 2021 partnered with WildBrain Spark to expand its YouTube digital content series to higher appeal to children. The brand has also established mobile apps including Create & Play and Scribble Scrubbie, leaning into growing interest within the mobile gaming landscape.
TheSoul Publishing, also the agency behind popular YouTube channel 5-Minute Crafts, touts ongoing success on social media that would translate to useful know-how for Crayola. The content studio has amassed over 2 billion social media subscribers and 25 billion monthly views across platforms like YouTube, Facebook, TikTok and Snapchat, per release details.
Crayola is one in a handful of legacy brands which have aged down in hopes of capturing the subsequent wave of consumers. For example, Kellogg brand Frosted Flakes last yr partnered with Twitch’s brand studio to transform brand mascot Tony the Tiger into an interactive streamer. Similarly, a lot of longtime beauty brands, including giants Estée Lauder and L’Oréal, have recently adopted progressive strategies like digital avatars and metaverse plays to reach Gen Z.
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