The company has tasked Matchstick with fostering a sense of community around the Crayola brand via social media and connecting with both consumers and educators on a variety of platforms. The selection follows a formal RFP sent out last fall that four agencies pitched for.
“We wanted a partner who specialized in social media to support us as we entered into this area,” said Margot Somerville, marketing manager of Crayola Canada. “Our U.S. team has done a fantastic job with social media, however, we wanted to be able to connect with our Canadian consumers in a more personal way.”
The brand also works with Starcom for media and McGarryBowen for creative.
Crayola is currently focusing its social efforts on Facebook, but it’s also looking for Matchstick to add Canadian content to the Instagram and Facebook pages it is currently running in the U.S. As AOR, Matchstick will both adapt global work for the Canadian market and create original content geared towards Canadian parents and teachers.
In a release, Matchstick co-founder Matthew Stradiotto said, “We’re extremely thrilled to lend a Canadian voice to this iconic, global brand. It’s a rare opportunity. Crayola’s passion for creativity has allowed us to stretch our creative wings and explore the inner child at Matchstick. It’s been a lot of fun so far.”