Sharpie sharpens ANZ social play with The Social CliQ

Sharpie has appointed The Social CliQ to launch and manage its first dedicated Instagram channel for Australia and New Zealand.

The Melbourne-based social media marketing agency will manage Sharpie’s Instagram strategy, always-on content, user-generated content, influencer marketing and community engagement across the region.

The new channel gives Sharpie a dedicated local platform to connect with Australian and New Zealand audiences through creator partnerships, community-led storytelling and locally relevant content.

The appointment builds on The Social CliQ’s three-year relationship with Sharpie owner Newell Brands.

The ANZ Instagram launch comes as Sharpie looks to build stronger regional relevance, including around retail moments such as back to school and local cultural trends.

The channel launches ahead of Sharpie’s upcoming national Make It Sharpie campaign, which is built around creativity, self-expression and making a mark.

Talia Datt, founder and managing director of The Social CliQ, said the dedicated channel would help localise Sharpie’s global brand.

“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, said the launch would give Sharpie a stronger local community platform.

“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,” Parker said.

“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.”