Crayola TikTok Shop Launch
Building on the success of Crayola’s organic strategy, we launched a dedicated TikTok Shop campaign that drove e-commerce sales.
“It’s a pleasure to work with Niamh, Molly and the wider Kitch team during the launch and growth of Crayola’s UK TikTok Shop.
The team has embraced every opportunity to test, learn and refine our approach, helping us drive increasingly strong results and achieve week-on-week growth. Their ability to move at pace, adapt to challenges and continuously optimise activity across affiliate management, paid advertising and organic content has been instrumental in our success on the platform.
Beyond the performance, Kitch’s partnership mentality stands out. Their collaborative, solution-focused approach and genuine investment in our success make them feel like a true extension of our in-house team. They have played a key role in helping us build a strong and growing presence on TikTok Shop.“
“It’s a pleasure to work with Niamh, Molly and the wider Kitch team during the launch and growth of Crayola’s UK TikTok Shop.
The team has embraced every opportunity to test, learn and refine our approach, helping us drive increasingly strong results and achieve week-on-week growth. Their ability to move at pace, adapt to challenges and continuously optimise activity across affiliate management, paid advertising and organic content has been instrumental in our success on the platform.
Beyond the performance, Kitch’s partnership mentality stands out. Their collaborative, solution-focused approach and genuine investment in our success make them feel like a true extension of our in-house team. They have played a key role in helping us build a strong and growing presence on TikTok Shop.“
The Challenge
Crayola UK wanted to establish itself as the first Crayola market globally to launch TikTok Shop, creating a new e-commerce revenue stream.
How consumers are shopping and finding brands and products is continuing to evolve; recent research from Crayola UK showed that 93% of parents believe that creativity is a life skill that allows kids to reach their full potential however; more than 60% of parents don’t think their children get enough creative activity or aren’t sure if they do and are turning to TikTok for inspiration. As such, Crayola UK wanted to launch a TikTok Shop for when they are searching for inspiration to be able to make the creativity journey seamless.
The challenge was to build a successful social commerce strategy from the ground up, driving awareness and sales in a competitive marketplace while introducing audiences to a new way of shopping with Crayola. This required building trust with TikTok users, generating authentic creator-led content and developing a scalable approach that could support continued growth.
Our Approach
Kitch developed and delivered a dedicated TikTok Shop strategy to successfully launch and grow Crayola’s presence on the platform. We built and managed an affiliate programme, activating a network of creators to produce authentic, shoppable content that showcased Crayola products in a way that felt native to TikTok. Alongside this, we worked closely with the Crayola team to plan and deliver Crayola’s first-ever TikTok Shop LIVE, creating real-time product demonstrations and driving direct sales through live commerce. We supported this with a consistent stream of organic, trend-led content and optimised performance using GMV Max Ads, ensuring products reached high-intent shoppers. By combining creator partnerships, live shopping, paid media and authentic content, we maximised product visibility, increased conversions and built a scalable TikTok Shop ecosystem for long-term growth.
RESULTS
In just four months, Crayola UK transformed TikTok Shop from a new launch channel into a significant revenue driver, delivering substantial growth across sales, orders and advertising efficiency.
Compared to the launch month, GMV increased by +2,411%, with orders growing by +2,318% and items sold increasing by +2,286%.
Paid activity also became increasingly efficient, improving from 1.57x ROAS in March to 4.37x ROAS in June, representing a +178% improvement in ROAS efficiency.
The success of Crayola UK’s launch demonstrates the power of combining creator-led commerce, authentic content and performance marketing to build a scalable TikTok Shop strategy from day one.
