#ShowYourSharpie Love

Sharpie isn’t any ordinary permanent marker manufacturer; it’s the brand that stands up for self-expression. Letting you be heard, putting you at the center of your world, helping you express all the ideas, feelings, moods, and memories you have with absolute conviction and passion—that’s what Sharpie’s are all about!

Today, Sharpie shows appreciation for self-expression and uniqueness. Since 2011, Sharpie has been running a Back-to-School campaign, which urges consumers to “Start Something” with its products. The campaign includes print media, television, and internet advertisements that highlight consumers taking ordinary products and decorating them with Sharpie pens. This campaign is also seen in social media (such as Instagram and Facebook), which allows easier access for Sharpie fans to share their art.  This campaign is directed towards teenagers because of their extensive social media use. According to Pew Research Center, 95% of all teens ages 12-17 are now online.

Although Sharpie usually targets teens for their Back-to-School campaign, I would like to target young adult women between the ages of 18-24. The cohort of young adults who have internet access is at 95%, with 23% of them on Twitter. This target audience is ideal for an extension of Sharpie’s Back-to-School campaign, because these are usually the years where young adults begin to venture out on their own. During these few years, people don’t have a ton of money, but they still want to have desirable items for their homes. Due to the low income, it is not uncommon to see women partake in crafts, especially when it comes to decorating, such as a dorm room. This is what makes this market ideal, they are not afraid to take an affordable/older item and turn it into something beautiful! Twitter would also be an appropriate platform because it not only targets adults, but it is a great medium for spreading a campaign.

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Sharpie currently has an industry market share of 89%, with the help of social media. With a market share this high, it is in Sharpie’s best interest to increase their overall brand awareness and engagement with consumers. By focusing on brand awareness and engagement, it should also increase their overall sales. In order to do this, Sharpie will be expanding on their Back-to-School campaign by marketing young adult women between the ages of 18-24. This will primarily be a Twitter campaign called #ShowYourSharpie, and consist of a contest that allows individuals to submit entries of their Sharpie artwork. This artwork could range from doodles to DIY crafts, such as lamps and cell phone cases. This campaign will be attracting both current and prospective customers. This Twitter campaign will allow contestants to easily submit their entries, and since it is a contest on artwork, it will hopefully boost sales by encouraging consumers to go out to their local stores and purchase Sharpie products.

Now you might be wondering what the incentive is to enter the contest. Sharpie’s parent company is Newell Rubbermaid, which also makes Rubbermaid products. Since this campaign is targeting women between the ages of 18-24, many of these consumers are in college or about to live on their own. Rubbermaid is best-known for their storage products, so many of these women are looking for cute products to store their belongings. Not to mention those who are moving into dorm rooms where space is limited and smart storage is essential. The winner of this #ShowYourSharpie contest will assist in the design of the upcoming years Rubbermaid products and be rewarded with a $25,000 cash prize.

The contest will consist of contestants submitting their entries through Twitter with the #ShowYourSharpie. The Twitter page will include a banner with a collage of already submitted artwork. In order to get the word out about the campaign, Sharpie will strategically place tweets to inform people of the details. An example of a tweet would consist of a picture with a room fully decorated with items that were designed using Sharpies. This example would include a link to the Sharpie website explaining the details of the contest and include a tagline such as, “Think you have the Sharpie eye for art? Then prove it #ShowYourSharpie.” Another example of a tweet would include a link to an article, such as 30 DIY Sharpie Projects You Have to Try, and something on the lines of, “When you need some crafts in your life, grab a Sharpie and see what you can create #ShowYourSharpie.”  This overall campaign will also be using a supporting platform, Instagram. Instagram is notorious for giving users the opportunity to create photos that have more of an artist element. This would allow contestants to have another platform to submit their entries. There would then be an informative tweet encouraging consumers that submissions through Instagram will be accepted, but remind them to include the campaign hashtag. The #ShowYourSharpie campaign will also include traditional advertisings in stores. The partnership between Rubbermaid and Sharpie will allow the campaign to be shown in multiple locations throughout stores, such as kitchen, home, and school section.

In order to determine our success, we will be looking at our biggest competitor in the stationary industry, Bic. Currently, Sharpie has the largest market share in the industry. By comparing both Twitter accounts, Sharpie has about a 0.017% engagement rate, whereas Bic has an engagement rate that is practically non-existent with barely any retweets or favorites and only 157 followers. Sharpie is hoping to improve their engagement rate to at least 2% during this campaign. An increase in engagement should hopefully correlate to a spike in sales due to the increase of submissions and the fact that consumers will have to go out and buy Sharpie products in order to participate in the contest. A way to collect results would be to look at overall sales, site visits, retweets, and the use of #ShowYourSharpie.

This campaign would need additional help in the assessment on entries being submitted. These judges could be popular DIY bloggers, who could also assist in the design of the Rubbermaid products at the end of the contest. The social media team could also gain assistance from the design team at Rubbermaid. As for the price of the campaign, it could very well be in the millions due to the new product line at Rubbermaid. Newell Rubbermaid, the parent company for Sharpie, could look at this as an investment. In reality, Sharpie is targeting women between the ages of 18-24, but so is Rubbermaid. These individuals who are buying Sharpie pens could easily be the same people purchasing adorable storage accessories. The tools needed for this campaign would include manufacturing supplies for the winning design, advertising components, and any type of metric software to help analyze engagement.

Sharpie is a company that allows for opportunities to take something ordinary and create something extraordinary.  Sharpie is all about self-expression and the campaign #ShowYourSharpie gives consumers the chance to express themselves with the use of a Sharpie marker.

FitBit’s YouTube Channel is in Need of a Workout

The rise in popularity of health and fitness trends has allowed companies like FitBit to create products that help consumers to become proactive when it comes to healthy-living. In an earlier blog post, I discussed the successfulness of FitBit’s blog in appealing to their audience. Now, I want to focus on one of their visual platforms, YouTube. Just like their blog, it targets an audience consisting of both fitness enthusiasts and tech savvy consumers.

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FitBit’s YouTube username is FitBit Official Site, which in all honestly I thought was unusual. I was expecting the username to be a straightforward FitBit for ease. The homepage consist of a cover photo with their iconic blue and multiple pictures of their Flex model. They also have their new campaign “Find Your Fit” as a headliner. The account overall, is very well organized and separated into three different categories including FitMoves, Find Your Fit, and Products. FitMoves consists of 30 second videos that show quick workout moves to try at the gym, Find Your Fit are commercials that are harmonious with their campaign, and Products includes informational videos on their products. Products and Find Your Fit are doing an excellent job at looking visually appealing, but the same cannot be said for FitMoves. The videos within FitMoves are not very informative and poorly recorded. As someone who actually participates in strength training, I find it odd that the videos do not include modifications and explanations of proper form. The videos just show a man and/or a woman executing single workouts without any explanations. It is honestly just 30 seconds silence. Many celebrities use FitBit, so I think it would be in their best interest to use these resources and produce celebrity workout tutorials. Although all three categories appeal to their target audience, I would say that FitMove should be improved to be more informative.

FitBit’s YouTube account is not one of their strongest platforms. While they do have about 7,000 subscribers, their overall engagement is rather poor with an engagement rate of 0.03%. This low engagement rate can be explained because of their focus in their FitMoves category. This category is the least popular, but the most frequently updated. These videos are posted in spurts, meaning that many are downloaded at one time. The last 30 posts by FitBit is from FitMoves, which could be a determining factor to the low engagement rate. According to SimplyMeasured, the average rate for retail brands on Instagram is 4%.  FitBit’s YouTube account is nowhere near that average, after joining YouTube two years ago they have just recently become more engaged. This platform has the opportunity to generate more popularity and engagement in the future. When it comes to the other two categories, Find Your Fit and Products, there is an exponential increase in views, likes, and comments. Find Your Fit and Products are updated less frequently, but these two categories seem to be serving their audience due to their substantial amount of views.

YouTube is notorious for being a useful tool for finding tutorials, and that is exactly how FitBit is trying to engage their audience. By taking a direction towards fitness tutorials, FitBit is using YouTube as an engagement platform. Although the tutorials are poorly made, there are still many facets that they could improve upon. When it comes to their YouTube account, they are definitely taking a step in the right direction.

Febreze: Smells Like a Winning Campaign

Twitter Febreeze

It’s difficult to think that one of Proctor and Gamble’s billion dollar brands, Febreze, was actually a huge failure when it was first introduced into the market. With a change in their marketing campaign, Febreze has not only become the top selling air freshener in the market, but it has also become one of the best-selling products of all-time. Today, Febreze takes on a new marketing campaign, “Breathe Happy.” This marketing campaign targets “consumers with different appetites—or tolerances—for scent: Some consumers just want to eliminate a problem, while another group is looking to create ambiance,” as stated by David Taylor, group president of P&G’s global home-care business. In other words, Febreze is targeting a large market that consist anywhere from mom’s trying to eliminate odors while cleaning, to an ordinary person who loves to walk into a room with the scent of vanilla after a long day at work.

Google+ Febreeze

The “Breathe Happy” campaign can be found on YouTube, Twitter, Facebook, and Google+. All four platforms are cohesive and include the iconic Febreze logo, either with a blue or white background, and cover photos that ask the question “Have you gone #noseblind?” The TV commercials advertising Febreze have shown friends and family taking their loved ones into a room that is a magnetized version of what their room actually smells like. For example, a women owes cats and has become nose blind by the stench. Her friends bring her home one-day and lead to a more dramatized version of her house. When she walks in, she sees a room surrounded with numerous cats and a cat shaped couch. Although I have not seen the #noseblind on any of Febreze’s television ads, there are videos on YouTube that display the hashtag. This new concept of #noseblind has made connecting to their audience a lot easier, and is not only found on their YouTube account but also on all of their platforms. It is also simple to share, comment, and re-post items on these platforms. Febreze also does an excellent job at posting regularly to keep their audience engaged.

YouTube Febreeze

As someone who is attentive to having a quality smelling house, I would say their strategy is to make consumers self-conscious about the smells around them. Nobody wants to be that person who invites friends and family over and realizes that their house smells strange. Although the message is not meant to be terrorizing, I cannot help but feel fearful that I might be that person. One of their YouTube videos shows a mother who is being told one at a time by her family that they are moving out because of the stench in their home. When watching this, I am consistently reminded that anyone can go nose blind. Whether their strategy is awareness or fear, I must say that their campaign objectives are definitely working.

Jogging for Fitness? FitBits Blogging for Fitness

With the New Year in full swing, it’s not uncommon to see your local gym filled with people trying to keep up with their New Year’s resolution of staying fit and healthy. One product that has led the fitness trend within the last year is FitBit, a device designed to help people live healthier lives by tracking a person’s sleep patterns and activity levels.  FitBit originally went into the market targeting fitness enthusiasts, but with the increase in the use of smartphones and social media they decided to expand their market to consumers who are a little bit more tech savvy. FitBit is able to target this new market by creating products that allow consumers to track their progress through their smartphones. By being able to access your progress through a smartphone gives consumers a convenient way to track a healthier lifestyle.    

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FitBit has an outstanding media presence, which includes platforms such as Facebook, Google+, Instagram, YouTube, Twitter, and Pinterest. FitBit also has a blog called, Small Steps. Big Impact. This blog is well-organized and can be easily found on the FitBit homepage (along with all the other platforms). The blog has a cohesive design with the FitBit website thanks to their iconic blue and overall layout. The blog is easy to navigate and includes the most recent blog post on the homepage. It also includes a catchy name that shows that FitBit not only helps individuals live a healthier lifestyle, but also shows that they take an interest in making an impact in our communities.

Small Steps. Big Impact. does an excellent job at catering to their audience by including posts that are both inspirational and informative about the world of fitness. The blog is filled with tips on how to be healthier and how FitBit is making a difference in our society. Although this is not a blog designed to specifically help solve customer problems, they do have an alternative website called FitBit Community that acts as a help desk. Unfortunately, you must have an account in order to access this service.

Small Steps. Big Impact. consists of different kinds of content and multiple categories. One thing that I found interesting is that they only have two authors, Leanna K. and Dani N. It would be interesting if they would incorporate guest authors onto their blog. In today’s world, working out and eating well-balanced meals was become increasingly popular (which it should have been along). If they were able to capitalize on guest authors, such as celebrities that happen to use FitBit, I feel as though they could increase their readership. FitBit does do an amazing job at keeping the blog updated regularly. It is regularly updated to the point where they have included multiple posts in one day. The posts are also recent enough to keep up with current updates such as charity events and challenges. It is apparent that FitBit has an understanding of their audience and contains blogs with categories such as Infographics, Videos, Challenges, Cause and Charity, Celebrities, Success Stories, Development, Events, Fitness and Exercise, General, Health Info, Mobile, Product Announcements, and Tid Bits from FitBit. The content on the posts include infographics that help communicate complex ideas and research in a fun visual way, videos that communicate messages in an inspirational way, tips that help current readers to choose a healthier lifestyle, and the list is endless. This wide array of categories and content allows many different audiences to choose what they enjoy best. It also has call-to actions which allow visitors to subscribe to the blog. On the right side panel, viewers can also “Follow” them on Facebook or Twitter. In addition, each blog post includes “Share” buttons from Facebook, Pinterest, and Twitter. Viewers even have the opportunity to email blog posts to friends and family. From the amount of shares, Facebook seems to be more popular compared to Twitter. In terms of comments on the post, within the blog itself there are not very many comments.

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Overall, Small Steps. Big Impact. is a blog that sparks the interest of their viewers by including interesting posts related to their readers interests. The blog posts are both inspirational and informative, allowing readers to get up and make healthy life-changing decisions. If you’re planning on changing your lifestyle for the better, this blog is definitely the place to be.

To visit the Small Steps. Big Impact. blog: http://blog.fitbit.com/. For more information about FitBit visit: http://www.fitbit.com/home.

Dawn Dish Soap Social Media Presence Analysis

P&G LinkedIn Page P&G Google+ Page Dawn Twitter Page Dawn Facebook Page

Dawn dish soap is known as one of Proctor & Gamble’s “Billion Dollar Brands.” Meaning within the segment of Fabric Care and Home Care, Dawn is one of P&G’s top sellers. With a brand as large as Dawn, it is no surprise that it would have its own social media marketing campaign. Dawn has platforms in four categories: Twitter, Facebook, YouTube, and Pinterest. The profile name for each platform is simply “Dawn”. Currently, Dawn does not have platforms with in LinkedIn or Google+. I feel as though it is not completely necessary to have platforms in both of these types of media because P&G as a whole has their own pages on these social media sites.

In general, the Dawn website is easy to navigate. All of their social media platforms can easily be found on the bottom of the home page. If P&G really wanted to grab consumer’s attention, it might be a better idea to move the social media icons to the top of the home page. In regards to using a search engine to find their social media pages, you must type “Dawn Dish Soap” in order to get an accurate search. When that is done, the only webpage that appears is their brand website and Pinterest link.

Unfortunately, their social channels are not regularly updated and lack activity. This is surprising because of how involved P&G is with their brand advertising for all their products. P&G advertises Dawn to a wide target audience, but the largest market would be women ages 24-44. These women are usually mothers, typically those who are stay-at-home moms. Dawn also began targeting people who support the environment by starting a campaign called, “Everyday Wildlife Champions.” This campaign “brings renewed relevance to an aging product,” stated by Silverstein in the article “Dawn Cleaning Up” (http://www.brandchannel.com/features_profile.asp?pr_id=463). This campaign has brought up sales within the last couple years, and is also one of the driving forces of Dawn’s YouTube channel. Some of their videos have reached millions of views, which is definitely one of their strongest forms of media. It also happens to be the most updated by Dawn out of all their other social media platforms. As for their Twitter and Facebook profiles, their strongest would be Facebook. In reality, both profiles lack activity and engagement.

Overall, I would say Dawn should keep up their involvement with wildlife conservation and continue to create videos that target consumers emotionally. I mean, who wouldn’t want to save an adorable duck from an oil spill?