Crayola
Crayola, a beloved brand synonymous with creativity, faces a challenge in the increasingly competitive Art & Office Supply industry, marked by declining revenues due to the rise of digital tools. As part of a commitment to diversity, equity, inclusion, and accessibility (DEIAB), our campaign introduces innovative strategies to revitalize Crayola's brand and revenue growth. We propose expanding Crayola's product line to include specific offerings for children with physical disabilities, making it a trailblazer in inclusivity within the children's creativity market. Our campaign aims to resonate with families by promoting Crayola's commitment to fostering creativity for all, regardless of ability. By embracing DEIAB initiatives, Crayola not only enhances its brand image but also sets itself apart from competitors, driving meaningful engagement and loyalty among consumers seeking inclusive and innovative creative solutions for their children.
Creative Strategy
Position Crayola as a champion of inclusivity while revitalizing brand growth using a new audience segment.
The Ask
The Art & Office Supply industry has been experiencing a steady decline in recent years due to the increasing prevalence of technology and digital art and writing tools. As a result, companies in the industry have suffered significant revenue losses.
Specifically, Crayola has faced a substantial decline in revenue growth, ranking in the bottom 50% for five-year annualized revenue growth. Compared to other major players in the industry, Crayola's performance is lagging.
To boost revenue growth in this competitive landscape and differentiate itself from competitors, Crayola must adapt to these changes by creating unique products that are not available elsewhere.
The Problem
The Creative Caregivers: mothers of children aged 18 and under
They are creative, imaginative, artistic, and inventive.
The Audience
Their purchases are often influenced by their children’s wants and needs.
They prioritize the growth and development of their children’s creative learning.
Specialist businesses in the Art & Office Supply industry have a unique opportunity to thrive by offering specialized and high-quality products, but they face challenges from the industry's decline due to online technology and increasing competition from substitute products.
Due to the shift towards technology and other digital goods, companies in this industry must adapt and focus on creating products that accommodate this trend to differentiate themselves from competitors. They may consider developing more digital products or other unique offerings that are not available elsewhere.
Industry Insights
The Crayola brand was founded in 1903 with the iconic creation of the Crayola Crayon. However, its origins trace back to the production of pencils and dustless chalk. Founders Edwin Binney and C. Harold Smith later developed crayon prototypes using pigments like red oxide and carbon, which were not necessarily safe for children. Fast-forwarding to the present day, Crayola prides itself on ensuring all of its products are non-toxic and washable. Based in Easton, PA, the brand operates as a business under Hallmark Cards Inc., recognized as the world's leader in social expression.
Crayola has expanded beyond art supplies and is now recognized as the #1 worldwide leader in children’s craft products. To maintain this position, it is crucial for the brand to remain family-friendly and accessible, as these are important factors for shopping mothers.
Company Insight
Child-influenced shoppers
Enjoy online shopping
Prioritize spending time with family
Consider themselves to be artistic
Actively use social media sites
Stores they love
Audience Insight
The Creative Caregivers
Personality Characteristics
The Big Idea
Expand Crayola to becoming the first children's creativity company to have products specifically for children with disabilities
Promote the beauty of diversity and the boundless possibilities of self-expression
Campaign catered towards families with those who have physical disabilities
Overall this increases the brand awareness - where Crayola speaks to all families with children in showing inclusivity towards all