How emotional storytelling earns 6 billion impressions — and why back-to-school season is its marketing Super Bowl
Crayola may be synonymous with childhood, but its most powerful marketing campaigns increasingly speak to adults. Through a mix of emotional storytelling, brand repositioning, and creative participation, the company is redefining what creativity means — and why it matters for everyone.
“Creativity is really a critical life skill. It is not a ‘nice to do’ activity,” said Victoria Lozano, Chief Marketing Officer at Crayola. “It’s part of critical thinking, creative thinking, problem solving. It’s part of the way kids — and adults — can learn, develop, and be ready for whatever career or life path they choose.”
Lozano notes that Crayola’s recent efforts aim to undo the misconception that creativity equals artistic talent. Instead, the company encourages adults to view creativity as essential to well-being, learning, and self-expression. The strategy is paying off: in 2024, more than half of Crayola’s household purchases came from homes without children.
Campaign for Creativity: From Nostalgia to Color
Crayola’s Campaign for Creativity launched in April 2024 with a powerful dose of nostalgia. Adults were reunited with childhood drawings they had submitted to Crayola in the 1990s, now displayed in museums. The idea struck a chord, generating nearly 3,000 earned media placements, a 53% increase in YouTube tutorial views, and an astonishing 6 billion impressions in its first year.
In its second year, the campaign shifts focus to the emotional power of color. Dubbed Creative Acts of Colors, the initiative began with a drawing by Caydence, a 9-year-old from Austin, Texas. Inspired by her 64-crayon masterpiece — which she described as a way to express happiness and emotions — Crayola invited creators ranging from bakers to muralists to reinterpret her work in their own mediums.
To broaden engagement, Crayola encouraged the public to share their own creations — whether songs, dances, recipes, or sculptures — using the hashtag #StayCreative. Later this month, Caydence will be surprised with a showcase of works her drawing inspired.
Back-to-School: Crayola’s “Super Bowl”
The summer launch is strategic. Back-to-school season represents 40–50% of Crayola’s annual sales, Lozano said. “We are seeing really good momentum and mid-single-digit positive trends in terms of folks beginning to really stock up and get the supplies,” she added.
While markers and crayons remain staples, Crayola has diversified into 1,500 products, including craft kits and toys, which extend its sales peaks beyond September. The brand is a top choice for Easter baskets and Christmas stockings, reflecting its broader role in year-round gifting.
Expanding a Global Creative Ecosystem
Lozano highlights that Crayola’s growth is fueled by more than just products. About a decade ago, the company restructured its brand strategy around three pillars: products, experiences, and content.
Today, the Crayola ecosystem spans large-scale attractions with an average 3.5-hour dwell time, digital apps offering creative canvases, and educational video content across YouTube and social media. This holistic approach expands both the brand’s global reach and its ability to connect with audiences in more personal ways.
“We as a brand have very purposely changed our way of thinking,” Lozano said. “It’s not just products. It’s experiences, it’s content, it’s global. That underpins our broader view of the brand as well as its growth potential.”
Storytelling That Sticks
At its heart, Crayola’s strategy is about sparking inspiration through storytelling that resonates emotionally. For Lozano, that’s the key to bridging the gap between children’s play and adult self-expression.
“We just really, really believe that real emotional storytelling is a way to connect with people, to have these important messages land, and importantly create the kind of conviction for people to actually act — and to create something themselves.”
With its latest Campaign for Creativity rolling out alongside the high-stakes back-to-school season, Crayola continues to prove that creativity isn’t child’s play — it’s a lifelong skill, and a powerful driver of brand loyalty.
