Crayola + TikTok
CASE STUDY
Heartbeat activated ambassadors on TikTok to raise awareness of Crayola’s new Colors of the World colored Pencils.
Over the course of the campaign, Heartbeat acquired 11 diverse ambassadors to properly represent the Crayola brand! Heartbeat used these ambassadors, along with 14 existing Heartbeat ambassadors, to drive engagement by authentic content describing their own
experience with Crayola COTW pencils.
This resulted in an 263% delivery on Reach and an Engagement Rate of 19.1%
Campaign performance:
250K
Targeted Reach
659K
Delivered Reach
22
Targeted Posts
30
Delivered Posts
Total Views:
Total likes:
Total Coments:
Total Shares:
CPM:
CPV:
58,941
10,837
311
149
$84.83
$0.084
- Most popular creator in terms of views.
- Her video generated nearly double the number of views as her average non-branded video.
132,200
22,800
Views
3,186
Likes
34
Comments
14
Shares
14.18%
Engagement Rate
@mekhiricks
- 2nd most popular creator in terms of views.
- Post-performance nearly 3x better than his average non-brand content.
- His feed primarily consists of dance content his followers loved the content switch up as shown by the high engagement
85,200
6,275
Views
1136
Likes
29
Comments
27
Shares
22,18%
Engagement Rate
@allycoolcattt
- Ally was one of our smaller creators in terms of reach but her post had the highest engagement rate of the campaign.
- Her content featured one of the most advanced drawings of the campaign.
3,323
2,433
Views
798
Likes
20
Comments
11
Shares
34.07%
Engagement Rate
Campaign insights
What did you like the most about the product(s)?
“I loved what it stood for and when coloring they were really creamy and easy to use!”
“With these new colors you can find an exact match of your skin tone.”
- 100% of ambassadors who responded to the exit survey had purchased from Crayola before
- 55.6% of ambassadors who responded to the exit survey knew someone who purchased from Crayola after seeing their post
- 88.9% of ambassadors were very satisfied with their Crayola Colors of the
World colored pencils
“Crayola deals in color and color is a topic the has been on the forefront of the news for some time. This is a positive connection for anyone using this product to make.”
“The engagement rate of that video was higher than usual.”
“Involve schools and get these in every classroom!”
“I liked this campaign and that the instructions were straightforward but allowed for my creativity to play a role in the creation of the video.”
????
Any notable feedback from followers?
“Most wished they had them as a child”
“I had non-followers comment about how they have purchased this product and are satisfied with it”
“Some did not like the names associated with the colors”
Conclusion.
Crayola hit 263% of their reach goal on their first campaign on TikTok, what a home run!
Crayola by combining a group of new and existing diverse Heartbeat TikTok creators that represented the brand mission of their new Colors of the World crayon product line – hit 19% on their OVER DELIVERED reach metric.
This was a slam dunk of a win for the Crayola team.
@karelytsosie Click my link in bio to shop @Crayola Colors of the World skin tone colored pencils to draw your TrueSelfie! #hbtcotw #ad #CrayolaColorsOfTheWorld
♬ Pieces (Solo Piano Version) - Danilo Stankovic
@mekhiricks Click my link in bio to shop @crayola #CrayolaColorsoftheWorld skin tone colored pencils to draw your #TrueSelfie ! 🖍 #hbtcotw #ad
♬ Aesthetic - Xilo
@allycoolcattt click my link in bio to shop @Crayola Colors of the World skin tone colored pencils to draw your TrueSelfie!#hbtcotw #ad #crayolacolorsoftheworld
♬ EARFQUAKE - Tyler, The Creator
REAL PEOPLE .
REAL INFLUENCE
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