Dive summary:
- Sharpie has garnered 89% of market share through the Back to School 2012 social media campaign geared towards teenagers.
- By first understanding how teens used social media, Sharpie employed the first tactic of creating visual and engaging content on popular teen platforms like Instagram and Facebook.
- Sharpie learned through research that teens were already amassing large quantities of creative content with their product so they turned to focus back to the teens to promote self-expression by featuring the fan content in photos and videos.
From the article:
"Not every company can hire a nationally known band, shoot a music video and air the ad on MTV. But many of Sharpie’s tactics can be scaled to a teen-targeted business of any size.
Instagram is a good place to start. Rouse calls it a perfect storm of self-expression, both visual and mobile. “It looks and feels like what our audience is doing every single day,” he said.
And don’t forget to communicate with your teen fans. Kelly even spends after-hours time searching for photos tagged with #Sharpie to comment on them, and responding to comments on Sharpie’s own photos."
