Hi, my name is…

CONCEPT CAMPAIGN & CREATIVE STRATEGY

“Hi, my name is…” is a speculative back-to-school campaign targeting college freshmen that repositions Sharpie as a vital tool for first impressions and human connection.

Role: Brand Strategist

Goal: Increase Q3 sales among Gen Z (ages 17-25) by establishing Sharpie as a tool that sparks face-to-face connections and brings familiarity into new places through self-expression and dorm organization.

Deliverables: Integrated Campaign Strategy, Audience Research, UGC Strategy, and Multi-Platform Content Plan

The transition from high school to college is exciting but filled with intimidating first experiences. When leaving home for the first time, labeling boxes of dorm supplies can bring order to chaos. During orientation, the simple act of writing your name down can be the first step in making a new friend.

THE INSIGHT

Back to school marketing often revolves around discount codes and generic checklists. The summer before college is also extremely mentally taxing for both parents and students due to time-sensitive communications with colleges and financial strain.

THE CHALLENGE

Reposition Sharpie from a basic school supply to a tool that helps students navigate new chapters as they make first impressions and meaningful connections.

The campaign narrative addresses device fatigue by emphasizing how filling out a name tag is the first step in meeting other students face-to-face.

THE OPPORTUNITY

The Strategy & Execution:

  • Vertical Video: 15-20 second video showing the exciting but awkward transition into college, with Sharpie as a tool to bring comfort and connection through name tag personalization and dorm organization.

  • UGC & Community: Participants who upload a photo on Instagram tagged #Himynameis are entered into a raffle to win school supplies and UberEats gift cards. The Sharpie Snapchat account will offer a customizable “Hi, my name is” name tag filter for students to use and send each other for brand visibility.

  • Email & Promotion: TikTok and Reels vertical video will direct to a link in bio for 20% off Sharpie markers and pens. The link will take the user to a landing page for email acquisition, and the discount code will be sent via email.

Measurement Framework:

  • Awareness would be tracked through reach, impressions, and video views

  • Engagement would be measured by shares, saves, UGC participation, and CTR to landing pages

  • Conversion metrics would include Q3 YOY sales increase, email signups, and offer redemptions