Global digital content studio massively increases global creativity icon’s organic views by 40x and boosts watch hours by nearly 30x  

Easton, PA —  TheSoul Publishing, an award-winning digital content creation studio, and Crayola, the global leader of creative expression products, are thrilled to announce the extension and expansion of their successful partnership. Building on their initial campaign that significantly boosted Crayola’s YouTube channel performance, the decision to expand their ties now includes not only YouTube management but also brings the creative collaboration to platforms like TikTok and Pinterest. The move is geared towards broadening Crayola’s digital reach and influence, ensuring more audiences can engage with the company’s creative content.

The immediate results of the partnership speak for themselves:

• Organic views skyrocketed, increasing by more than 40x from the average monthly performance in Q4 2022 compared to April 2023.
• Total watch hours also surged, increasing by 30x in the same time frame.
• The number of published videos increased significantly, 6x more videos per month, in the same time frame.
• In addition, the partnership fueled a significant increase of new subscribers to Crayola’s YouTube channel.

These impressive results demonstrate the effectiveness of Crayola and TheSoul’s  partnership in boosting digital engagement and expanding the brand’s reach across social media.

Victoria Lozano, Executive Vice President, Marketing at Crayola said, “We are thrilled to deepen our partnership with TheSoul Publishing, continuing our mission to elevate our crafting content and enrich our content library. Their global reach and unparalleled ability to create high-quality video content align perfectly with our commitment to inspire creative self-expression in every child. The extraordinary growth we have achieved together validates this partnership, and we are eager to explore the new heights we can reach in the next phase of this journey.”

Patrik Wilkens, Vice President of Operations at TheSoul Publishing, said, “We’re immensely proud of the success we’ve achieved together with Crayola in such a short time. The remarkable growth we’ve seen in views and watch hours truly underscores the power of our partnership. We’re even more thrilled about the surge in new subscribers. This tells us that the content isn’t just being watched, it’s being eagerly anticipated and regularly consumed by a dedicated and growing fan base. As we leverage our content creation expertise to further enhance Crayola’s digital channels on YouTube, TikTok, and Pinterest, we aim to engage audiences in even more innovative ways. It’s a privilege to collaborate with a top brand like Crayola, helping bring their creative message to new and existing fans. We appreciate the rewarding journey with Victoria and her expert team.”

# # #

About Crayola

Crayola LLC, based in Easton, Pa. and a business of Hallmark Cards, Inc., is the worldwide leader in children’s creative expression products. Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use color to create everything imaginable. Consumers can find the wide array of Crayola products in the “Crayola Aisle” at all major retailers. For more information, visit www.crayola.com or join the community at www.facebook.com/crayola.

About TheSoul Publishing

TheSoul Publishing is the world’s leading digital studio that produces engaging, positive, and original content for a global audience. With a creative team based in more than 70 countries and six continents, TheSoul Publishing showcases entertaining brands in 21 different languages, which are distributed through a social media-driven cross-platform network.

TheSoul Publishing’s award-winning portfolio offers a wide range of enjoyable content, including cutting-edge 3D technology, stop-motion, live-action videos, music videos, craft projects, and vibrant animation, across its universe of well-known channels, including the world’s number one DIY brand, 5-Minute Crafts®, Bright Side, 123 GO!, Avocado Couple, La La Life, Teen-Z, Baby Zoo, Slick Slime Sam, and Polar.

With more than 1.5 billion social media followers across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snapchat, TheSoul Publishing creates irresistibly shareable content for all ages. Current initiatives include expansion across additional social media, music, podcast and streaming platforms.

TheSoul Publishing has garnered numerous accolades, including top honors and nominations from the Webby, Shorty, Telly, Viddy, Streamy, Stevie, and Lovie awards. The company was recently named ‘Digital Studio of the Year’ at Digiday’s 2023 Video & TV Awards, won ‘Best YouTube Presence’ at the 2023 Shorty Awards and received a nomination for ‘Social Media Team of the Year’ at the The Drum’s 2023 Online Media Awards.