Facebook Brand Profile
I chose Crayola for my Facebook brand survey! I have no idea why I chose this brand, it just came to me. I'm glad I did, though! Their Facebook was entertaining, even to me.
Brand Assets
Color, color, color! - Their posts were colorful, literally and figuratively. For Crayola, I think the two go hand-in-hand. They want to add color and fun to people's lives, not just a sheet of paper. That's the Crayola experience. It is fun and sentimental in nature.
Memories - It's not just a box of crayons. It's the box of crayons you find in an old box after you have grown up, and it reminds you of all the pictures you used to draw for your grandmother. That's an actual story from a comment I read, by the way. Crayola obviously was not responsible for making those memories, but you associate them with it and that's what they want.
Engagement Techniques
In my opinion they did a wonderful job of creating engaging posts that promoted Crayola beautifully.
Crafts - The majority of posts made were for crafts involving Crayola products. The crafts were so fun and super easy. Anyone could do them. The were aimed more at kids of course, but adults could do them as well.
Contests - There was one contest in particular that I noticed. Crayola was asking North American users to choose the name of their new crayon. Which by the way, was announced to be "Bluetiful". People had a fun time with this contest and loved being involved.
Visuals - They are great about providing colorful, interesting pieces of art made using Crayola products. Some of them looked difficult, but it was neat getting to see everything you could do with a crayon.
Are Fans Engaged?
I would definitely say, yes. The majority of all Crayola's posts were those that asked for engagement of some kind. The contests, the crafts, and the pieces of Crayola art. The crafts in particular. The posts were liked and shared thousands of times on some, and users were commenting with questions and pictures of the finished products and themselves. I would also like to note, that Crayola employees were actually responding to these comments, answering their questions and complimenting their projects.
Brand Improvement
Only one thing really stood out to me that I thought was mishandled. One of the first things you see on their page is a note called, "To our fans regarding Paint It Lilli Pink". When I first read this note I was touched. I thought it was a good way to say why they couldn't name a Crayon after this particular little girl. However they stated in their note that they had created a photo album where anyone could post a picture drawn by a special child in their lives, and tell why they mean so much to them. When I tried to look at this album, they had not enabled any postings, and there was even a question from a lady in a comment that had not been addressed. These posts were made in 2011-2012. I was disappointed. I believe it's a missed opportunity for Crayola, not to promote and love on the works of art made by Crayola loving kids. They do a good job in the comments of their crafts, but a specific album dedicated to this would be smart. Dropping the ball on the album they themselves promoted in the note was surprising.
Brand Assets
Color, color, color! - Their posts were colorful, literally and figuratively. For Crayola, I think the two go hand-in-hand. They want to add color and fun to people's lives, not just a sheet of paper. That's the Crayola experience. It is fun and sentimental in nature.
Memories - It's not just a box of crayons. It's the box of crayons you find in an old box after you have grown up, and it reminds you of all the pictures you used to draw for your grandmother. That's an actual story from a comment I read, by the way. Crayola obviously was not responsible for making those memories, but you associate them with it and that's what they want.
Engagement Techniques
In my opinion they did a wonderful job of creating engaging posts that promoted Crayola beautifully.
Crafts - The majority of posts made were for crafts involving Crayola products. The crafts were so fun and super easy. Anyone could do them. The were aimed more at kids of course, but adults could do them as well.
Contests - There was one contest in particular that I noticed. Crayola was asking North American users to choose the name of their new crayon. Which by the way, was announced to be "Bluetiful". People had a fun time with this contest and loved being involved.
Visuals - They are great about providing colorful, interesting pieces of art made using Crayola products. Some of them looked difficult, but it was neat getting to see everything you could do with a crayon.
Are Fans Engaged?
I would definitely say, yes. The majority of all Crayola's posts were those that asked for engagement of some kind. The contests, the crafts, and the pieces of Crayola art. The crafts in particular. The posts were liked and shared thousands of times on some, and users were commenting with questions and pictures of the finished products and themselves. I would also like to note, that Crayola employees were actually responding to these comments, answering their questions and complimenting their projects.
Brand Improvement
Only one thing really stood out to me that I thought was mishandled. One of the first things you see on their page is a note called, "To our fans regarding Paint It Lilli Pink". When I first read this note I was touched. I thought it was a good way to say why they couldn't name a Crayon after this particular little girl. However they stated in their note that they had created a photo album where anyone could post a picture drawn by a special child in their lives, and tell why they mean so much to them. When I tried to look at this album, they had not enabled any postings, and there was even a question from a lady in a comment that had not been addressed. These posts were made in 2011-2012. I was disappointed. I believe it's a missed opportunity for Crayola, not to promote and love on the works of art made by Crayola loving kids. They do a good job in the comments of their crafts, but a specific album dedicated to this would be smart. Dropping the ball on the album they themselves promoted in the note was surprising.
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