During the dreaded finals season, Crayola encouraged college students to share how the brand’s coloring books helped them de-stress and unwind using #ArtWithEdge.
After hearing from thousands of college students across the country, Crayola treated their fans to Crayola product packages, gift certificates and pizza.
Throughout the three-week initiative, Crayola’s Twitter feed was inundated with praise from more than 4,000 overwhelmed, tired and stressed college students who happily turned to the brand for a little peace and solace.
The campaign was a home run for Crayola, increasing the brand’s hashtag mentions by 614% and the hashtag #ArtWithEdge receiving an average of 40.8 engagements per tweet.
Crayola’s success can be largely attributed to the brand’s ability to choose the right target at the right time. By keying on the Millennial audience (a group who has shown recent interest in coloring books) during a high-stress time of year, Crayola was able to showcase a therapeutic brand benefit and win over fans through surprise and delight.