Sharpie; The Teen Market Case Study Self-Expression

Sharpie; The Teen Market Case StudySelf-ExpressionBy: Christian CopelandKeegan WoyurkaCristal MoralesDeanna Maurone

Background Sharpie is an American manufacturer of writing instruments whose products are sold in over 20 countries. The Sharpie brand has been widely expanded and can be now found on a variety of previously unrelated permanent and non-permanent pens and markers formerly marketed under other brands. Sharpie has plenty of sponsors and has sponsored companies, sports such as NASCAR Sprint Cup Series Sharpie 500 and even co-sponsored with Rubbermaid.Multiple campaigns have been done. The one our team is focusing on is the 2011-12 Start With Sharpie campaign.

Social Media Handles & StatsFacebook: 3.9 million likesTwitter: 238,210 followersYouTube: 2,344 subscribers; 2.1 million video viewsInstagram: 49k followersPinterest: 5,056 followers

Why The Teen Market?The teen market is now 93% of social media users who have a Facebook account. 2011-2012 Back to school campaign helped grow their market share to 89% through a savvy understanding of how teens use social media. To connect with a teen target market, you must do more than simply have a presence on the sites they use. You must pay attention to what motivates and inspires them.

Start With Sharpie Campaign Start With Sharpie Campaign (