198. The Growth Strategy Behind Crayola’s Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study

In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries.

In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth.

You’ll hear how Crayola:

• Used brand strategy to design a global initiative that scales year over year

• Approached customer acquisition through participation, not promotion

• Built an ecosystem across products, experiences, and content

• Applied inclusive marketing to engage diverse audiences worldwide

This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once.

If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap

Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week