CRAYOLA
A Case Study: How 20/20 Visual Media Created Innovative Product Unboxing Video Series For YouTube and Social
Crayola is the most widely recognized arts and crafts brand in the world, best known for its crayons, colored pencils, and markers.
Since 2016, 20/20 Visual Media has created hundreds of videos across Crayola’s vast product lines, helping to introduce customers to new products intended for infants to young adults.
They’ve generated hundreds of millions of views, increased product sales, and helped to cement the brand as a household name.
The Goal
Crayola’s engagement with 20/20 Visual Media started in 2016.
In the beginning of the partnership, Crayola sought video support to create a library of content to capitalize on the growing YouTube trend of unboxing videos.
We designed a series of videos with child actors who would interact with the products for the very first time. Our goal was to capture genuine reactions while they created kid-art.
Those interactions, combined with graphic call-outs, would highlight tips and tricks for getting the most out of your purchase.
The objective of these videos was to strengthen online presence, drive digital sales, and increase brand engagement across major retailers like Amazon and Target.
Results at a Glance
+705% increase in sales for “Color Chemistry” in the week following video release
The Approach
Over the course of ten years, our approach evolved as digital content trends did.
The beginning of the engagement was more studio-based, focused on child actors using the products.
We developed playroom themes (like a safari, a veterinarian’s office, and a science lab, among others) to support the highest priority products, and designed and constructed custom sets that the actors would perform on.
The Evolution
As the relationship developed, our objective was to continue to grow and meet the customers where they are. Because we pride ourselves on being not just a production company, but a strategic partner for our clients, each year we would do market research, stay on top of trends in product marketing, audit what’s working on the different social platforms, and pitch new content strategies to keep the Crayola brand top of mind for consumers.
This pitch led to a shift in strategy towards “tabletop” demos, where the product and outputs (the arts and crafts) became the star. The visuals were more colorful and vibrant, and we used tools like a jib (overhead camera rig), and a macro probe lens to get super tight, immersive shots that brought the viewers closer to the products.
We also chose specific products to deliberately create vertical social-first videos for exclusive use on TikTok, Instagram Reels, and YouTube Shorts.
The Results
There are dozens of examples of powerful metrics that we helped Crayola achieve with this video series. Ultimately, no matter which platform, the videos drove increased sales, online impressions, and social engagement. Below are just two of the most impactful results.
+705%
increase in sales for “Color Chemistry” in the week following video release
45 Million
views of "Color Wonder Magic Light Brush", still Crayola's highest performing YouTube video of all time
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