The Crayola Who's Leaving social media campaign has upset many people. It's not that it's offensive or insensitive in any way. Many people just don't like the idea of Crayola retiring and then replacing one of its colors. The art supply company announced that one of the shades from its box of 24 (and 64) would be dropped on National Crayon Day, which is March 31st. The brand will live stream the announcement from New York City.
Crayola could have just issued a press release regarding the change. Instead it decided to get fans involved and the move looks like a marketing masterstroke. People have been using the Crayola Who's Leaving hashtag, #shareyourfave, to make a case for their favorite colors. When the announcement goes down it will likely be viewed by thousands across the globe, maybe more even. Brands looking to make a change after years of staying the course might want to take notes from the Crayola Who's Leaving campaign.
Replacement Crayon Campaigns
The Crayola Who's Leaving Countdown Celebrates the Brand's New Color
Trend Themes
1. User-driven Brand Campaigns - The Crayola Who's Leaving campaign shows the power of involving fans in decision-making processes, creating engagement and generating buzz.
2. Social Media Activation - The use of hashtags like #shareyourfave demonstrates the effectiveness of leveraging social media platforms to spread brand messages and encourage user participation.
3. Livestreamed Product Announcements - Crayola's livestreamed announcement showcases the potential of livestreaming events to generate excitement and reach a global audience.
Industry Implications
1. Art Supplies - The Crayola Who's Leaving campaign presents an opportunity for art supply brands to engage with their customers and involve them in product decisions.
2. Marketing and Advertising - The success of the Crayola Who's Leaving campaign highlights the potential for innovative and interactive marketing strategies that generate widespread attention and brand loyalty.
3. Social Media Platforms - The use of social media platforms like Twitter and Instagram for campaigns demonstrates the value of these platforms as powerful tools for brand promotion and engagement.