A Creative Social Media Marketing Mini Case Study: Sharpie

Looking for some inspired and innovative social media marketing ideas from the guys/gals who are getting it right? Check out this feature on Sharpie’s social media successes.

Giving credit where credit is due!


Sharpie is the permanent marker company. Through social media and other marketing efforts, this company has taken an ordinary commodity and turned it into a common noun.

Sharpie excels on Twitter, but they also make good use of their blog and Instagram and have even formed their own community. Here are some things to learn:

Mix up your background images. Notice how Sharpie incorporates various images. Over the last four weeks, they have had at least the following three images on display.

Spotlight your customers. Smart businesses know that satisfied, loyal customers drive their business. One way to increase loyalty and retention is to focus attention on your customers’ creativity. Sharpie does this through sharing samples of customers’ artwork.

Feature case studies. Sharpie makes a subtle double-play on their blog. First, they tell stories about their customers (and what customer won’t go tell their friends to see them featured online?). Second, they use blog posts to inspire creativity from their fans. It’s as if they’re saying, “Who can top this Sharpie Snow Leopard?”

Start your own online community. This strategy won’t make sense until you reach a certain size, but at some point you may decide to take your audience from the public social networks and create your own unique community. Social Media Examiner recently did this with Networking Clubs. Sharpie invites their community to engage through art challenges where users vote for the best submissions.


At socialmediaexaminer.com you will find 6 more mini case studies just like the one featured here. Credit to Phil Mershon for the insights and for inspiring me to share them with you.


Let me know what you think by Tweeting @RTAJennifer.

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Category: Advertising, brands, Content, Design, Facebook, marketing, Online, Promotions, Social Media, Twitter
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