Sharpie®, a popular brand of permanent marker, worked with Amazon Media Group to engage customers in a fun, innovative and creative way over the Easter Holiday. Sharpie® had campaign goals to increase product awareness and ultimately wanted to drive sales of their marker products on Amazon.co.uk.
The Amazon media solution
Sharpie® partnered with Amazon Media Group (AMG) to launch a campaign utilizing the branding and creative canvas of Fire tablet. AMG worked collaboratively with other teams within Amazon, namely Amazon Retail and Amazon Social, to provide a holistic solution to meet client objectives. Sharpie’s campaign featured creative that provided an ‘Easter Egg Hunt’ experience for shoppers. Advertising messaging highlighted a coupon offer, encouraging customers to ‘Find the egg and get 25% off Sharpie.’ The campaign included a ‘hidden egg’ on the product detail pages of individual Sharpie® products and within the Sharpie® brand store, and included social media promotion across Facebook and Twitter.
- The Fire tablet takeover quickly boosted awareness by delivering 40% of total campaign impressions within one day of launch.
- Products sold out on the last day of the campaign, demonstrating how, with the right message, Fire tablet drives both awareness and sales.
- The campaign finished with a click-through rate (CTR) of 1.21% and 0.88% detail page view rate (DPVR).
- Social activity showed engagement from customers in the form of ‘retweets’ and ‘likes.’
For more than 40 years, Sharpie® has been the popular brand of permanent marker associated with the autograph experience. The Sharpie® brand is a part of Newell Rubbermaid, a worldwide leader in the manufacturing and marketing of writing instruments, art products and office organization, including such well known brands as Paper Mate®, Sharpie®, DYMO®, Parker®, Waterman® and Rolodex®, among others. Newell Rubbermaid makes more than 6,000 products, ranging from markers, pens and pencils to professional art products, fine writing instruments and office organization products. Visit sharpie.com for more information.
Source: Sharpie® End of Campaign Report May 2015, Amazon Internal Data