MASTERCLASSING

Crayola launches back-to-school campaign across Facebook, YouTube and Instagram

David Murphy

Arts and crafts brand Crayola has launched a 2021 back-to-school campaign across Facebook, YouTube and Instagram. 

The campaign’s objective is to engage with parents who are preparing to send their children back to the classroom after the summer holiday, armed with everything they need to encourage creativity and imagination. 

The campaign, created by Jaywing, features children from Great Bedwyn C.E pr imary school in Wiltshire, England, reflecting on the back-to-school season through the imagination of a child. It uses videos and images showing children colouring in a series of letters to reveal the phrase “Back to School”. The campaign also sees the children creating their own poems about back-to-school memories. The poems are used as the final voiceovers for the video content.

Over the course of its 12-month relationship, Jaywing has produced 36 craft idea videos with Crayola, with the intention of enhancing brand presence and product across social platforms. So far, the partnership has racked up over 3m views in total, with the highest viewed video having just over 1m views. 

“As children have not had a taste of normality for a long time, we wanted to help parents get back to school ready with our comprehensive range of Crayola stationery,” said Crayola Brand Manager, Jade Childs. “Jaywing was our go to agency, having successfully created content for social media during lockdown, providing parents and kids with creative ideas to get crafty at home using Crayola supplies.”  

You can see the campaign here.