Building on the popularity of adult coloring books, Crayola launched a campaign called 'Art With Edge' that used a beloved childhood pastime to help stressed out college students get through their final exams.
Art With Edge was a campaign developed by Crayola and Red Interactive Agency to help college students relieve exam stress by creating "surprise and delight moments." Whenever a student conveyed their stress over social media, Crayola reach out and gifted them Crayola products, gift cards and even pizza. Students responded with delight over the new coloring supplies and the brand reported significantly more social media engagement over the course of the campaign.
While Crayola is not traditionally a brand associated with college students, the social media campaign demonstrates how the company was able to capitalize on the adult coloring phenomenon to reach college-age consumers.