Inspiration Always Comes With A Story ...

Leave Your Mark with Sharpie

The Backstory

Campaign Idea - Special Moments with Sharpie

"We all have those treasured memories that touch our hearts and bring a smile to our faces. For me, it was a remarkable moment inspired by my grandma and a simple Sharpie marker. When I recall Sharpie, I'm instantly transported back to the time I handed the marker to Daddy Yankee to sign my grandma's portrait of him. It may seem like a fleeting event, but the impact it had on both of us was immeasurable. In the blink of an eye, with the help of Sharpie, that precious memory was preserved forever, reminding us of the extraordinary moments that make life truly special." -Ivanna M

Duration of Campaign - 12 Months

Media Placement:

Social Media Platforms: Utilize platforms like Instagram, Facebook, and Twitter to reach the target market where they actively engage with art-related content. Create visually appealing posts and videos showcasing special moments with Sharpie markers. Collaborate with influencers to share their experiences and create buzz around the campaign.
Online Art Communities: Target popular online art communities and forums where artists and creatives gather to share their work and exchange ideas. Place targeted ads, sponsored posts, and engage in discussions to generate awareness and encourage participation in the campaign.
Art and Design Blogs/Websites: Partner with influential art and design blogs or websites to feature sponsored content, articles, and tutorials highlighting special moments created with Sharpie markers. This will help reach a wider audience and establish credibility within the art community.
YouTube: Create engaging and informative video content showcasing special moments with Sharpie markers. Collaborate with popular art YouTubers to create tutorials, product reviews, and challenge videos that involve using Sharpie markers. Place targeted ads on art-related YouTube channels.
Print and Online Magazines: Place advertisements in art and design magazines to reach a broader audience interested in creativity and artistic expression. Also, consider online banner ads on websites catering to art enthusiasts.
In-Store Displays: Collaborate with art supply stores to create eye-catching displays that showcase Sharpie markers and the special moments they can create. Provide promotional offers and discounts during the campaign to encourage trial and purchase.
Email Marketing: Leverage an existing customer database or build a new one by offering incentives for sign-ups. Send targeted emails to subscribers highlighting special moments created with Sharpie markers, new product releases, and exclusive promotions.
Contest and Giveaways: Conduct online contests and giveaways that encourage users to share their special moments with Sharpie markers using specific hashtags. Offer prizes such as art supplies, gift cards, or even opportunities for featured collaborations.

Throughout the campaign, monitor engagement, track social media mentions and interactions, and analyze campaign metrics to make necessary adjustments and optimize the effectiveness of the media placements.

Target Market Profile

Age: The target audience for the Sharpie campaign would primarily be individuals aged 16-35. This demographic is more likely to engage in creative activities and express themselves through art.

Gender: The campaign aims to target both males and females equally, as creativity and self-expression are not limited to a specific gender.

Location: The campaign can be targeted at a national or international level, depending on the reach and scope of the campaign.

Education: The target market would include individuals with a range of educational backgrounds, including high school students, college students, and young professionals.

Buyer Persona:

Creative Cathy: Cathy is a 25-year-old graphic designer who enjoys expressing her creativity through various art forms. She uses Sharpie markers to add vibrant colors and intricate details to her illustrations. Cathy appreciates the durability and versatility of Sharpie markers, as they allow her to create artwork on different surfaces.
Student Sam: Sam is an 18-year-old high school student who uses Sharpie markers for school projects and personal artwork. Sam appreciates the affordability of Sharpie markers and their ability to create bold and vibrant designs, making his school presentations and posters stand out.
Crafty Carla: Carla is a 32-year-old DIY enthusiast who uses Sharpie markers for various craft projects, such as decorating mugs, customizing t-shirts, and creating personalized gifts. She values the permanent and fade-resistant properties of Sharpie markers, ensuring her creations last over time.

Psychographics:

Self-Expression: The target audience values self-expression and seeks out creative outlets to showcase their individuality.

Artistic Passion: The target audience is passionate about art and creative activities. They enjoy experimenting with different artistic mediums and techniques.

Quality and Durability: The target audience appreciates high-quality products that provide long-lasting results. They value the reliability of Sharpie markers and their ability to withstand various conditions without fading.

Insights:

Our inspiration was to have the target market remember the emotional connection: People have a strong emotional attachment to their creative endeavors and the moments they capture through art. By focusing on the emotional aspect of using Sharpie markers, the campaign aims to tap into this sentiment and connect with the target market on a deeper level.

User-Generated Content: The campaign draws inspiration from the growing trend of user-generated content and the desire for individuals to share their creations and experiences on social media. By showcasing user-generated content featuring special moments with Sharpie markers, the campaign leverages the authenticity and relatability of real customers.

Influencer Marketing: Influencers, particularly in the art and design space, have significant influence over their followers' purchasing decisions. Collaborating with influencers who resonate with the target market allows the campaign to tap into their credibility, expertise, and existing fan base, amplifying the reach and impact of the campaign.

Social Media Engagement: The target market actively uses social media platforms like Instagram and Pinterest to discover new art trends, connect with fellow artists, and showcase their work. By creating visually appealing and shareable content, the campaign aims to engage the target market where they are most active, fostering a sense of community and encouraging them to share their special moments with Sharpie markers.

Quality and Durability: Artists and creatives value art supplies that deliver quality results and can withstand different mediums and surfaces. The campaign emphasizes Sharpie's long-lasting durability, positioning it as a reliable tool for creating special moments that can be treasured for years to come.

Artistic Inspiration and Education: The campaign draws inspiration from the growing interest in art tutorials, DIY projects, and creative inspiration. By collaborating with influencers and creating engaging video content, the campaign aims to provide educational resources, tips, and inspiration for individuals to explore new artistic techniques and make the most of their Sharpie markers.

Overall, the campaign aims to leverage emotional connections, user-generated content, influencer marketing, social media engagement, quality and durability, and artistic inspiration to create a compelling narrative around the special moments that can be created with Sharpie markers.

KPI (Key Performance Indicators):

Key Performance Indicators (KPIs) for the "Special Moments with Sharpie" Campaign:

Social Media Engagement: Measure the number of likes, comments, shares, and overall engagement on social media platforms where the campaign is active (such as Instagram, Facebook, and Twitter). This indicates the level of interest and interaction generated by the campaign.

User-Generated Content: Track the number of user-generated posts featuring special moments with Sharpie markers using campaign-specific hashtags. This reflects the level of participation and advocacy among the target market.

Reach and Impressions: Monitor the reach and impressions of campaign-related content across social media platforms and other digital channels. This indicates the overall visibility and exposure of the campaign.

Website Traffic and Conversion: Analyze website traffic during the campaign period, including the number of unique visitors, page views, and conversion rates for desired actions (e.g., signing up for newsletters, making purchases). This helps measure the effectiveness of the campaign in driving traffic and conversions.

Influencer Engagement: Assess the level of engagement and response generated by influencer collaborations. Track metrics such as likes, comments, shares, and follower growth for influencers' posts and videos related to the campaign.

Email Marketing Metrics: Monitor email open rates, click-through rates, and conversion rates for campaign-related emails. This indicates the effectiveness of email marketing efforts in driving engagement and conversions.

Contest and Giveaway Metrics: Measure the number of contest entries, user participation, and social media interactions related to the campaign's contests and giveaways. This indicates the level of interest and engagement among the target market.

Brand Sentiment and Customer Feedback: Monitor online mentions, customer reviews, and sentiment analysis to gauge the overall perception and sentiment towards the campaign and the brand. This helps assess the impact of the campaign on brand reputation and customer satisfaction.

Sales and Revenue: Analyze the sales and revenue generated during the campaign period, comparing it to the pre-campaign period or previous periods. This indicates the campaign's impact on driving purchases and revenue growth.

Return on Investment (ROI): Calculate the ROI by comparing the campaign's total costs (including marketing expenses, influencer collaborations, and production costs) with the generated revenue. This provides an overall assessment of the campaign's financial success.

By monitoring and analyzing these KPIs, the effectiveness of the "Special Moments with Sharpie" campaign can be assessed, allowing for optimization and adjustment of strategies to achieve the desired goals and objectives.