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CRAYOLA
For my Sports and Advertising course at DePaul University, the final project was to select a brand that was unrelated to sports and create a communications campaign with sports as the focus of promotion.
I selected Crayola as the brand because of its mass brand awareness, ability to connect with a multitude of consumers, and its fun nature.
Instead of conducting primary research, I took a deep look into the brand's history.
Then, I conducted a partial SWOT analysis in order to evaluate Crayola's current market situation.
After researching the current target audience (via MRI), I discovered that it's mostly women aged 35-44. For this campaign, I wanted to target an underrepresented market for Crayola.
Sports were the perfect way to appeal to this new target demographic of dads. This is why it works.
With the creative execution of this idea, I created a PR event, a video ad with a celebrity spokesperson, and a social media video series.
In order to evaluate the campaign, I created the following benchmarks.
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