Crayola Creativity Week Campaign
Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into an expansive portfolio of products, content, and experiences that offer innovative ways to use colour and creativity.
“Thanks to a truly collaborative partnership between our in‑house team, Kitch and the creators we worked with, the influencer campaign for Crayola Creativity Week delivered outstanding results, contributing to an uplift of over 530% in sign-ups year on year. A focused strategy with a flexible and responsive approach, while prioritising long-term relationships with creators, was key to the campaign’s success, and we already can’t wait to see what we can achieve with upcoming campaigns!”
“Thanks to a truly collaborative partnership between our in‑house team, Kitch and the creators we worked with, the influencer campaign for Crayola Creativity Week delivered outstanding results, contributing to an uplift of over 530% in sign-ups year on year. A focused strategy with a flexible and responsive approach, while prioritising long-term relationships with creators, was key to the campaign’s success, and we already can’t wait to see what we can achieve with upcoming campaigns!”
The Challenge
Crayola UKI tasked us with launching @crayola_uki on TikTok from scratch while driving awareness and sign-ups for Crayola Creativity Week 2026. Over six months (September 2025 – February 2026), the focus was on building a strong platform presence and generating large-scale participation, with ambitious targets including 800,000 influencer-led video views and sign ups on the website.
Our Approach
We built momentum in phases, starting with a consistent, organic content strategy to establish reach and credibility on TikTok, before scaling through creator partnerships and paid media. By amplifying high-performing content and directing all activity towards sign-ups, we maximised visibility while converting awareness into measurable action.
RESULTS
Since the beginning of September to the end of Crayola Creativity Week, the Crayola UK accounts shared 85 pieces of organic content relating to Creativity Week across all social media. In total these 85 posts gained: 1,317,057 impressions/views, 959,352 reach, 5,543 engagements.
Influencers contributed to the strong results, with their combined results reaching 194.25k people, generating 1.48 million views with a 2.19% engagement rate, resulting in 9.12k engagements. The earned media value was £54.37k, with 64 pieces of content shared across platforms.
By combining engaging content, strategic paid social, and a strong community-driven approach with influencers, Kitch successfully strengthened Crayola UKI’s social media presence, which contributed to 412,500 sign-ups to Crayola Creativity Week.
The campaign has been nominated for Best Social Influencer Campaign by the 2026 Global Social Media Awards.
