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With Emplifi, Crayola reimagined how their social team listens, learns, and creates in real time.<\/p>\n<h2>Where art supplies meet algorithmic surges<\/h2>\n<p>Crayola is a household name, synonymous with color, creativity, and childhood joy. For over a century, their innovative art products have sparked imagination in families, classrooms, and creators alike. Today, their social channels have become vibrant ecosystems, alive with fan feedback, playful engagement, and cultural trendspotting.<\/p>\n<p>Creativity is at the core of everything Crayola does, including how they connect with their community. With millions of fans across TikTok, Instagram, and Facebook, the brand needed a smarter way to listen, engage, and adapt in real time. Enter <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a>: a platform that helped Crayola streamline responses and surface emerging trends faster.<\/p>\n<h2>A tipping point for the social team<\/h2>\n<p>Crayola\u2019s growing digital presence brought a wave of new opportunities and challenges. Managing fan interactions across platforms like TikTok, Facebook, Instagram, and X demanded a platform that could keep pace with Crayola\u2019s speed and scale. But the team\u2019s previous tool lacked TikTok support and relied on slow, manual processes; especially during campaign surges or viral moments.<\/p>\n<p>\u201cWe really needed to better monitor TikTok and streamline the way we handled incoming volume,\u201d said Brittany Mehalick, <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-engagement\/\" target=\"_blank\" rel=\"noopener\">Social Media Engagement<\/a> and Trends Manager at Crayola. \u201cOur old workflow meant it could take days to process what was going viral. We needed a solution that let us act in real time.\u201d<\/p>\n"},{"acf_fc_layout":"quote","quote":"We were doing things manually that should have been automated. Our reports took too long. Our agents had too much noise to sift through.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager at Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>The team wasn\u2019t short on insight. They just needed better tools to surface it quickly and act. Beyond the platform shortcomings, the workflow was heavy, with labeling, routing, and trend analysis slowing the team down and limiting scalability.<\/p>\n<h2>From manual mayhem to real-time rhythm<\/h2>\n<p>What followed was nothing less than a structural shift. Crayola brought in <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a> to rewire how their social team processes engagement, spots trends, and routes support. The goal wasn\u2019t just to keep up. It was to create space for listening, creativity, and decisions grounded in real data.<\/p>\n<p>One of the biggest breakthroughs was visibility. Suddenly, TikTok wasn\u2019t a mystery; it became a monitored, manageable part of the daily flow. The team could see comments, track volume, and act in real time, instead of reacting a day too late.<\/p>\n<p>\u201cWe used to triage viral content manually,\u201d Brittany said. \u201cNow we isolate and prioritize with a few clicks. It\u2019s changed what we can focus on.\u201d<\/p>\n<p>With bulk labeling, automated routing, and smart dashboards, every part of the workflow became cleaner. Templates ensured a consistent tone. Plus, the integration with Emplifi&rsquo;s <a href=\"https:\/\/emplifi.io\/product\/social-customer-care\/\">social media customer service platform<\/a> tightened the loop, letting the team move from detection to resolution without switching tools.<\/p>\n<p>\u201cThe integration between Community and Agent is something we\u2019re really excited about,\u201d Brittany said. \u201cIt\u2019s already improving how we manage incoming contacts, and it feels like the beginning of something much bigger.\u201d<\/p>\n<h2>Insights that don\u2019t sit in a spreadsheet<\/h2>\n<p>What began as a search for efficiency quickly evolved into something deeper. With Emplifi in place, Crayola\u2019s social team became sharper, tuning into what their audience was truly saying.<\/p>\n<p>One standout example comes from conversations about air-dry clay. What started as casual chatter revealed a clear pattern: customers were pairing the clay with specific paints. This insight, surfaced through <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">Emplifi Listening<\/a>, didn\u2019t stay within the social team, it moved upstream to influence product strategy.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Emplifi lets us pick up on behavior we wouldn\u2019t have caught otherwise. That kind of signal is gold for our cross-functional teams. We\u2019re not just reacting anymore. We\u2019re listening with purpose using Emplifi. And that\u2019s showing up in how we connect, how we plan, and how we build loyalty over time.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager at Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>It also changed how Crayola approaches campaigns. When the brand reintroduced eight retired crayon colors, the team leaned into personality-driven replies, each color character answering fans in its own voice. 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