Sharpie is currently number one in the permanent marker industry and cornering its target audience beautifully, but this campaign would take its sales, awareness, and brand loyalty to the next level. Check it.
2. who we are and who cares
who we are.
• we’re #1
• teens
• 13 - 18
• love social media
• self-expression & accept me!
• young adults
• 19 – 25
• first tech-savvy generation
• confident & big ideas
3. Current campaign: feelin’ the love
• “Uncap what’s inside”
• social media gods:
constant interaction
• tons user-generated
• sharpie creative
community
• comic con event
4. what about the competition:
get serious
• Prismacolor markers
• 16 – 29
• social media & self-expression
• serious interactions /honest
critiques
• Blick markers
• 18 – 35
• art supplies
• little interaction but good SEO
5. what about the competition:
get serious
• Copic markers
• 16 - 35
• social media & serious interaction
• serious about type & color of marker
• Pentel markers
• 16 – 35
• art supplies more focus than markers
• serious artists & awkward social media
interactions
6. big idea: music is art
• past: sports sponsorships,
comic con event
• future: music festival sponsorships
• increase brand loyalty & market
share with increased brand position
• continue current campaign with this
extension
• ESP: Sharpie & VMA’s and
Sharpie & Fuse logo redesign
7. execution: digital media strategy
• social media explosion:
• continue interaction on all current
platforms
• challenges to win tickets, VIPs, etc.
• YouTube sneak peaks
• live engagement
• autographs, of course
• Google Adwords
8. cost & effect: worth it?
• total cost: $1.5 million (minimum)
• strategy: 60,000
• sponsorship (1): 300,000
• twitter: 30,000
• facebook: 48,000
• youtube: 60,000
• continual video production: 48,000
• youtube monitoring: 12,000
• Other social media: 26,000
• Google AdWords: 1,000,000
9. permanent mark on industry
• double in Facebook Likes (to 6 million)
• an increase in registered users on
Sharpie.com by 25%
• doubling the total YouTube views (to
2 million)
• an increase in Twitter followers by
100,000 (to 300,000 minimum)
• an increase in market shares from a
current 60% to 75%
10. write on: a strategy to succeed
• current campaign good, new campaign
better
• takes Sharpie to the next level
• partially untouched market
• rule the digital scene and marker
industry