Bringing an established brand to a new market.

In 2014, we began working with Crayola as their leading digital agency in China. Originally, our role was only to serve their strategic and creative needs in digital space, social media, and e-commerce. But we made such an impression, VML soon expanded to agency of record.

We continue our close partnership with the brand, and have begun to integrate media buying, event activation, and other above-the-line services. So far, we’ve established a long-term digital engagement platform that has not only increased active social engagement, but has driven incredible awareness and sales. 

Case study

Showcasing children's power to create.

Crayola, a recognizable children’s brand nearly the world over, only entered China’s market in 2013, coming in with actually little brand awareness. Initially, their retail growth in the region was constrained by channel and distribution challenges. 

Challenge

Move the brand into digital. Tap into online platforms to raise awareness to parents and children alike, who are more socially and digitally active.

Idea

A brand new way for parents to see and share their kid's art. We developed a branded 3D virtual art gallery that was every child's first-ever personal art exhibition, sharable online. We even produced some of the art for real to help spread the word.

Result

The campaign earned 13 million impressions through our hashtag, all on the microblogging service, Weibo. Crayola witnessed a 49% increase in active searches on Baidu, and saw an e-commerce sales increase of 116% in just six months.

Awards & Recognition

Effie Awards 2014 Bronze Award
ECI Awards