Case study

Sharpie and Paper Mate

Grupo Newell · Back to School 2023

Sharpie and Paper Mate are iconic brands in the Grupo Newell portfolio, known for their quality, innovation and connection with whole generations of students, professionals and creatives. After the pandemic, back-to-school season and consumer habits changed radically, so Sharpie and Paper Mate came to SpicyMinds with a clear goal: to regain their sales leadership in the Back to School 2023 season with a renewed, emotional, multichannel digital strategy.

Hand raising a Sharpie marker: Back to School campaign

What did we do?

At SpicyMinds, we developed a renewed, emotional, multichannel digital strategy so that Sharpie and Paper Mate could regain their sales leadership in Back to School 2023:

  • We redefined the target audience to include students, not just buyers.
  • We activated campaigns on Meta, Instagram, YouTube, Google, TikTok and Pinterest (for the first time).
  • We produced native, emotional content for each network.
  • We drove a strategy built on influencer marketing.
  • We optimized paid media for branding, traffic and remarketing.
Content creator drawing with Paper Mate markers
Paper Mate bag with back-to-school products
Influencer showing a Sharpie case

Standout results:

Regain sales leadership in Back to School

Meta

  • -74% CPM vs. 2022
  • -82% CPC vs. 2022
  • +206% clicks
  • +216% impressions

Google

  • 359K conversions
  • 676K clicks (+107%)
  • 364M impressions (+447%)

TikTok

  • 12.4K clicks (+18%)
  • 8.7M impressions (+61%)

And more

  • 23M additional impressions
  • 203K clicks to store
  • We activated Pinterest for the first time!
  • Paco de Miguel: 2.1M impressions
  • Influencers: 4.61M impressions and 404K interactions

Finalists for

Best 360° Digital Strategy in Latin America

at the Latam Digital Awards 2025.

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