Sharpie has appointed Melbourne-based agency The Social CliQ to launch and manage its first dedicated Instagram channel for Australia and New Zealand, as the marker brand looks to build local cultural relevance and connect with a new generation of creators.
The channel @sharpie_anz will give Sharpie a platform to engage Australian and New Zealand audiences through locally relevant content, creator partnerships, and community-led storytelling, complementing the brand’s existing global social presence.
The appointment builds on The Social CliQ’s three-year partnership with Sharpie owner Newell Brands.
The agency will manage the brand’s Instagram strategy, always-on content creation, user-generated content (UGC), influencer marketing and community engagement.
A regional play
The ANZ Instagram launch comes as Sharpie sharpens its focus on regional relevance.
The Australasian account is designed to unlock opportunities that the brand’s global Instagram presence cannot fully leverage, including key retail moments such as back-to-school and local cultural trends.
Sharpie ANZ’s Instagram presence is intended to engage Gen Z and millennial audiences by positioning the brand as a tool for creativity, self-expression and everyday inspiration.
The channel launches ahead of Sharpie’s upcoming national ‘Make It Sharpie’ campaign, built around the brand’s purpose of igniting courageous self-expression through bold creativity. The campaign will celebrate the people, ideas and creative moments that inspire audiences to make their mark.
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Industry reaction
Talia Datt, founder and managing director of The Social CliQ, said the launch was 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, said the launch marked an exciting milestone for the brand.
“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. We look forward to building a vibrant community where people can discover inspiration, share their creativity, and make their mark with Sharpie.”