If you were like me, you may have been a little surprised by the colorful posts by Crayola last month. I honestly didn’t know what they were doing with the new adult humor and content. I thought maybe they were attempting to change their brand’s voice to appeal to parents in a new way. I saw a few funny posts and they caught my attention. I usually don’t pay them much mind but after a few risque posts I realized there must be a larger issue going on. Crayola was hacked! Feel free to follow the link to see some examples of the posts so I can spare those who don’t wish to be offended.
They quickly removed all of the posts and issued an apology on Facebook and Twitter.
I can’t say that they didn’t handle the situation appropriately but I do think they could have had a little more fun with it. I have a feeling the majority of their followers are moms. Perhaps some truly felt offended, but I think they could have taken the time to speak to those of us who took notice of them for the first time in a while because of the posts.
In addition to their normal apology, I would have liked to have seen something like this:
“Well, thanks to the hackers we’ve tapped into a new audience. If you haven’t checked us out before, come see the many colors of Crayola, minus the extra colorful material.”
I will admit that I take notice of them more now. I think this could have been a golden opportunity to grab hold of some stagnant followers and maybe reach some new ones.
Those who look to Crayola for creative supplies and ideas for their children know that the brand puts out a fun, wholesome vibe. Nobody is going to hold the hacking incident against them, and I don’t think their reputation was harmed in the least. Thankfully, someone at Crayola was minding the shop. But it may have been quite a different story if it went unnoticed for much longer. Having a presence on social media is vital. Although hacking like this doesn’t happen often, harmful comments and conversations do happen every day. The first line of defense for any brand to be BE PRESENT and take action as quickly as possible. Crayola maintained the good reputation that they have earned by their fans because of their swift action.