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In 2011, Sharpie introduced a new and innovative digital campaign

the goals

• increase brand awareness
• build brand preference in an increasingly saturated market
• develop new products

increase brand awareness - strategy

• upload videos to YouTube that tell the brand's story
• share blog posts on Facebook
• Interact with DIY community via Facebook, Twitter, and YouTube

Building brand preference - strategy

• provide content on website that is fun and educational for users
• interact personally with users via Facebook & Twitter

develop new products - strategy

• provide tools for users to "design your own pen based on your specific needs"
• encourage users to upload videos describing how they use the pens on Facebook and YouTube

call to action

• the following year, Sharpie's Facebook page had 2,848,204 likes (now over 3.5 million) with frequent comments and shares
• users visited mysharpie.com and shared challenges and doodles with friends
• Sharpie's YouTube account now has over 4,000 subscribers

a successful campaign

• Sharpie utilized social media to share the company's personal story
• Their approach was genuine from the get-go
• The campaign was successful because it focused on the users' wants and needs
• Sharpie listened to its supporters and developed quality content for users to enjoy