Crayola just entered China, with limited retail distribution and an e-commerce store that was performing poorly, even with significant media spend. They asked VMLY&R: if we work as full business partners, can you turn Crayola into a category leader like it was in the US?
VMLY&R worked with Crayola to reposition the brand communication from just celebrating “creativity” to celebrating the “Power to Create”. We then took over the operations of Crayola’s Tmall Flagship Store and integrated it with Tmall JBP, digital & social consumer engagement, and highly targeted media/content activation. We also helped the Crayola team select (and create!) new products for introduction into China.
Crayola became the #1 Arts & Craft brand and the #1 Coloring brand on Tmall within three years
As the de facto marketing and online sales team, we connected every aspect of the business to commerce as the end point, and helped Crayola set up and executed a very successful GTM strategy and approach for China.
outheast Asia is a rapidly growing e-commerce market that Crayola needs to grow in. Fragmentation in geography, EC platforms, distribution and logistic networks makes it challenging. The EC support infrastructure is also relatively undeveloped compared to markets such as US and China
VMLY&R set up a central EC strategy and operations team and helped Crayola select and manage EC operating partners to work with in the markets. We also established working relationships with major EC platforms to create joint market entry plans. We then worked with platforms, operation partners and Crayola to launch Crayola in each market. Content & demand generation programs were then developed and executed in each market.
VMLY&R managed the entire market entry agenda for Crayola and rapidly integrate all sales & marketing into a coherent, strategic and operationally feasible plan. Crayola launched in SEA within 3 months on LAZADA & Qoo10 and participated in it’s first SEA 11.11 event in 2018. Both platforms subsequently assigned specific brand days to Crayola on the strength of it’s planning and execution.