Crayola is deepening its social media ties with its expanded partnership with TheSoul Publishing, a sign that the century-old brand is angling to connect with younger generations Gen Z and Gen Alpha. Together with the digital content studio, Crayola this year will grow its creative content across YouTube, Pinterest and TikTok.
Since its initial tie-up, TheSoul Publishing has already made strides on Crayola’s YouTube channel that could have helped inform the brand’s decision to expand. Notably, the number of published videos on Crayola’s YouTube channel is six times what it once was when comparing April of this year to average monthly performance in Q4 2022. The subsequent surge of views, watch hours and subscribers underscores the value of the partnership between the two, according to Patrik Wilkens, vice president of operations at TheSoul Publishing.
