OAK BROOK, IL: As of last night, Newell Corporation's Sharpie brand reached 2 million Facebook fans, following the company's YouTube Takeover event on Saturday.
Today, Sharpie is celebrating its Facebook uptick by thanking fans on the page and asking them to send photos with their products, said Susan Wassel, senior manager of PR and social media at Newell Corporation.
The Takeover, which went from midnight to midnight, was launched as a way for Sharpie to reach out to its consumers, specifically teenage girls. Leading up to the event, consumers were encouraged to submit their Sharpie product creations on the brand's Facebook page using a specially developed application.
“The goal was to give our fans a world stage to showcase their work and inspire others to start something with Sharpie,” explained Wassel.
Early insights from Sharpie's social media channels showed significant success from the 24-hour event. During the Takeover, the company received the highest number of single-day hits on its Facebook page in the last year, the highest number of new likes in a single day, and the highest unique page views in a single day, Wassel added. Traffic to the company website also increased more than seven times the normal amount during a campaign period, while the “promoted tweets” used during the event drove Sharpie's Twitter following from 9,000 to more than 45,000.
The Takeover was part of the Start with Sharpie back-to-school campaign, but unlike the seasonal initiative, the Takeover YouTube mosaic will remain on Sharpie's brand channel forever.
Weber Shandwick Chicago, Sharpie's PR AOR for the last eight years, spread the word about the back-to-school campaign and the Takeover event to various media channels.
“Weber recently garnered an exceptional story on the campaign in The New York Times, an AP story that included our new Sharpie Gel Highlighter, and coverage in Real Simple, Cosmopolitan, and more,” Wassel said.
The agency, which also worked with Sharpie's internal PR team of two people, also generated buzz to Sharpie fans through the company's webisodes and print ads.