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

@karelytsosie
  • Most popular creator in terms of views.
  • Her video generated nearly double the number of views as her average non-branded video.

132,200

Estimated Reach

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

Estimated Reach

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

Estimated Reach

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)?

“The inclusivity.”

“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
Do you have any other feedback on Crayola or the campaign?
“I have been a longtime customer with Crayola. It is a go-to for gifts for all of my younger family members and for craft night.”

“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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