THE CLIENT

Crayola is most widely recognized children’s arts and crafts brand in the world. The 135 year old company is perhaps best known for its crayons, colored pencils, markers, and similar art products. In recent years, it has expanded its product lines to include colorful items intended for use by infants to young adults. The brand has 99% household name recognition throughout the United States, and its products are sold in more than 80 countries globally.

OUR CHALLENGE

Crayola partnered with 20/20 Visual Media to create a series of product demonstration videos for its back-to-school and holiday lines of products. The videos would be used to build product awareness in the marketplace, and drive more sales. They would be distributed on Crayola’s YouTube channel, on Amazon.com and Target.com’s product pages, as well as in end-cap displays in stores.

THE CREATIVE

20/20 Visual Media designed and built custom sets over the course of a week that would accompany each product (for example, a science lab set for Crayola’s Color Chemistry product).

Child actors were casted, and when on set, they were directed to interact with the products for the first time, in an effort to capture genuine reactions. This “unboxing” approach is popular among young YouTube videos, and is the best way to highlight product features and benefits, as well as show potential customers tips and tricks for getting the most out of their purchase.

THE RESULTS

• The “Color Chemistry” video increased product sales by 705% in the week following its release.

• The “Color Wonder Magic Light Brush” video has eclipsed 33.5 million views to date. It is Crayola’s 2nd highest performing YouTube video of all time (the rest of the top ten are all TV commercials).

• The “Fashion Superstar” video has outperformed its TV commercial counterpart by 5 times.

Do you want to sell more product online or in stores?

Contact 20/20 Visual Media to learn how video will help you achieve success.