Sharpie has appointed leading social media marketing agency, The Social CliQ, to launch and manage its first dedicated Instagram channel in Australia and New Zealand as the iconic brand looks to build deeper cultural relevance and connect with a new generation of local creators.
The channel, @sharpie_anz, gives Sharpie a dedicated platform to engage Australian and New Zealand audiences through locally relevant content, creator partnerships and community-led storytelling and complementing the brand’s established global social presence.
The appointment builds on The Social CliQ’s three-year partnership with Sharpie owner, Newell Brands, and will see the Melbourne-based agency manage the brand’s Instagram strategy, always-on content creation, user-generated content (UGC), influencer marketing and community engagement.
The ANZ Instagram launch comes as Sharpie accelerates its focus on regional relevance, with the Australasian account designed to unlock opportunities that the global Instagram presence cannot fully leverage, including key retail moments including back to school and local cultural trends.
Sharpie ANZ’s Instagram presence will support its ambition to engage Gen Z and millennial audiences by positioning Sharpie as a tool for creativity, self-expression and everyday inspiration.
The channel launches ahead of Sharpie’s upcoming national ‘Make It Sharpie’ campaign, which is built around Sharpie’s purpose of igniting courageous self-expression through bold creativity; the campaign celebrates the people, ideas and creative moments that inspire audiences to make their mark.
Talia Datt, founder and managing director of The Social CliQ, said the launch represented an opportunity to bring Sharpie’s global creative legacy to life through a distinctly ANZ lens. “Sharpie is one of the world’s most recognisable creative brands, but the opportunity in Australia and New Zealand is to make that legacy feel even more relevant, local and culturally connected,” Datt said. “Launching a dedicated Instagram presence allows us to create a platform that reflects the creativity, trends and communities shaping the region.”
Katie Parker, marketing manager at Newell Brands, added: “The launch of our Sharpie’s ANZ Instagram page marks an exciting milestone for the brand, providing a dedicated platform for us to engage with our community, showcase inspiring creative projects, and celebrate the people who use Sharpie to make their mark every day. As Australia’s number one permanent marker brand, we’re excited to be working with The Social CliQ to bring local audiences inspiring content that celebrates the creators, stories and trends shaping our region. We look forward to building a vibrant community where people can discover inspiration, share their creativity, and make their mark with Sharpie.”
