Vivoom and Crayola Expand Partnership to Celebrate Teachers
Interactive digital experience gives students of all ages the opportunity to create and share a Crayola-branded “Thank You” video for the teachers who made a difference in their lives
BOSTON (May 16, 2018) -- To help celebrate America’s teachers and the impact they have on their students, Crayola has partnered with Vivoom, the industry’s leading user-generated advertising technology solution, to help reach the company’s goal of sending America’s K-12 educators 1 million thank-yous this year. To help ensure teachers receive the recognition they deserve, Crayola worked with Vivoom to create a custom “Thank a Teacher” digital experience designed to help students tell the world why their teacher is amazing.
Whether looking to thank a teacher who previously made an impact on their life, or help a child create a digital thank-you card for their current teacher, participants are invited to use their mobile device to record a 15-second video describing why their teacher is so wonderful. Participants can share photos of themselves with their teacher, or can even showcase drawings, paintings or other homemade cards created for their teachers using Crayola markers or crayons. From there, Vivoom’s technology transforms the mobile video into a production-grade film with an exclusive, Crayola-branded AR filter. Once finished, students can share their video instantly across Twitter without ever leaving Crayola’s digital environment. Students of all ages are welcome to participate in the activation by visiting crayolavideo.com.
“Everyone has a memory of their favorite teacher, and we’re thrilled to be working with Crayola to help amplify appreciation for the incredibly important role that teachers play in the lives of children every day,” said Katherine Hays, CEO of Vivoom. “By leveraging Vivoom’s solution to give both current and former students alike the opportunity to thank a special educator with a digital video or special piece of hand-made artwork - which can be easily shared with their teacher, family and friends on social media - Crayola is turning their best customers into true brand advocates in a meaningful way.”
By partnering with Vivoom to power their user-generated advertising, Crayola can control the user experience, moderate the content being created for brand-safety, and own the first-party data from the campaign to help build stronger relationships with their customers and fans. Crayola can also repurpose the consumer-generated videos on their social channels and website to promote the Crayola brand in a way that is proven to be more impactful than traditional advertising.
“Teachers deserve all the appreciation in the world for their dedication to their students’ success,” said Marisa Scurato, Crayola Digital Marketing Manager. “We’re thrilled to be inspiring students, parents and peers to express their gratitude to our educators, both through physical thank-yous and also digital activation. We love that this partnership provides the ability to combine both physical and digital creative expression and ultimately, create a dynamic and authentic message of thanks for teachers.”
The “Thank A Teacher” activation marks Crayola’s second digital activation with Vivoom. The “Gifts of Infinite Possibilities” activation ran in December 2017 and gave Crayola fans the opportunity to share homemade holiday cards and artwork with friends and family across social media and messaging platforms. In just two weeks, the holiday-inspired videos resulted in more than 300,000 views, along with an average view to completion rate of 62 percent and a click-through rate of eight percent, outperforming industry averages.
For more information about how Vivoom powers user-generated advertising for brands, visit http://www.vivoom.co/.
The first quarter of 2018 will be remembered as one of the most tumultuous times in history for brands, publishers and marketers alike. Facebook’s nuclear bomb of a change to their newsfeed cut off brands and publishers from their audience -- a move that is already causing some digital publishers to shudder. Combine that with the IAB’s latestreport finding that brand growth is in crisis across the board and Unilever CMO Keith Weed threatening to pull digital advertising dollars from Facebook and Google over brand safety concerns, one thing seems clear -- the companies that own a direct line to their customers are the ones that will succeed in this new digital marketplace.
Vivoom has always been the technical solution for brands looking to own their customer data and the relationships formed through each and every transaction or product experience. With an ongoing turf war for user data, strategies and budgets that don’t factor in ways to take power away from the tech giants can expect to fail in the long run. Every brand we partner with knows that data and building 1:1 relationships go hand in hand. Fostering creative and engaging experiences is what’s required to get that data in the first place.
What this all points to is a greater and greater need for new methods of reaching consumers. We think the answer is in user-generated advertising (UGA), a new and exciting way to advertise by enabling a brand’s biggest fans to share videos of themselves interacting with their favorite brand’s most precious assets. Only UGA can give brands the reach, brand-safety and first party data needed to survive in today’s brand ecosystem, and our platform is the leading solution for UGA experiences.
This last quarter (Q1 2018) has been incredibly impactful for us, with multiple media features of our partnership with Crayola to the launch of a brand new activation with Kingsford, as well as having our point of view shared in Adweek and Business Insider. Below, we’ve included a round up of top media this quarter that touches on what makes consumer sharing so powerful and why top brands are embracing it.
Next quarter is sure to be just as exciting as the last. We’re doubling down to make user-generated advertising even more impactful for our current partners and expand the roster of innovative brands with whom we work. I invite you to join us as we continue to build out our capabilities and help brands improve their product experience.
- At the start of 2018 Vivoom partnered with Kingsford and MLB, to create a “Backyard All-Stars” experience where users create videos of themselves swinging for the fences. The activation features famous MLB commentators like Joe Buck and Vin Scully cheering on users.
- Kingsford’s primary goals with this user-generated content activation are to engage baseball fans and create authentic content. The early March launch was ideal to get fans psyched for the upcoming 2018 MLB season.
- Fans creating videos will be entered into a contest to win two VIP tickets to the 2018 MLB All-Star game. The experience is live now through October 31, 2018 and can be accessed by visiting kingsford.com/backyardallstars.
- The activation has already been featured in Marketing Dive. You can read more in the Vivoom Highlights section, below
- Building off the success of Crayola’s Holiday activation, Vivoom is partnering with Crayola for their upcoming “Thank a Teacher” campaign taking off this summer.
- Vivoom and Crayola received numerous mentions in Q1 press including AdExchanger, Mobile Marketer, Brandchannel, and Street Fight Magazine. You can read some of the top stories in the Vivoom Highlights, below.
How Direct-to-Consumer Brands Are Tearing Down and Rebuilding the Marketing Scene
Katherine Hays - Adweek - March 26
“A recent report released by the Interactive Advertising Bureau (IAB) has marketers on edge. It breaks down the successful digital business strategies made commonplace by direct-to-consumer (DTC) brands like Warby Parker and Casper, whose customer experience-driven product strategy is systematically stifling growth for some of the world’s largest brands.”
What Dunkin' Donuts and Starbucks can learn from Venmo and the Boston Celtics
Katherine Hays - Business Insider - January 15
“The Dunkin' Donuts mobile app is highly-rated, heavily-trafficked, and demands daily use. It consistently tops the App Store charts. It's functional and easy to use. And yet, it's missing one key element: it does not allow users to create and share content within the app itself.
Instead, Dunkin', like most brands, puts up de facto ‘Exit’ signs and pushes customers towards platforms they don't own but simply rent access to, like Instagram or Facebook. It isn't only bad for the brand, it's also disruptive for the user experience.”
Kingsford Charcoal celebrates MLB Opening Day's return with interactive digital experience
Erica Sweeney - Marketing Dive - March 15
“Kingsford for the effort also teamed with Vivoom to launch an interactive digital experience called ‘Backyard All-Stars’ that allows fans to apply the voice of famous MLB announcers, including Scully, Joe Buck and Ken "The Hawk" Harrelson, to a video of themselves swinging for the fences. Fans who upload videos online will be entered to win a VIP trip to the 2018 MLB All-Star Game in Washington, DC.”
How Crayola drew up a winning UGC strategy with AR
Kayla Matthews - Mobile Marketer - February 27
"As a trusted brand, the ability to moderate and track the content generated was key for us," Marisa Scurato, digital marketing manager at Crayola, told Marketing Dive. "It's also important for us to be able to control the user experience to ensure our consumers have a fun, positive brand experience."
Crayola Gets Crafty With User-Generated Content
Allison Schiff - AdExchanger - February 8
“During the test’s limited run, users only created a few hundred videos – but they garnered more than 300,000 views, with a 62% completion rate compared with the 52% average completion rate normally seen on Crayola’s video content. The $.04 cost-per-view rate was also far below the industry benchmark range of $.10 to $.30.
The results are proof that friend-to-friend and user-to-user engagement help performance, Scurato said. Crayola plans to tap its fans to power future content-driven initiatives, including online video campaigns.”