Have you heard of the latest social media craze that’s taking the Internet by storm? Pinterest, the image-based social network, appeals to all different types of creative projects. It has attracted droves of users because of its fun, captivating content. This tool allows you to present your product without excessive words or copy, allowing the visual allure of the product to capture the audience’s attention. Because of this simplicity, companies are now turning to Pinterest to reach their audiences, adding to the platform’s already loyal following of: brides-to-be, moms, and college students with too much time on their hands. While it’s still a relatively new social platform, there are some businesses that are already taking advantage by using creative content and clever marketing to drive customer engagement. Let’s look at some company’s Pinterest campaigns that really hit the nail on the head.
Kotex’s Women’s Inspiration Day
Kotex wanted to create a campaign with themes that inspire women to express themselves and be proud of who they are. This is a great brand for Pinterest, as they share key demographics, women ages 18-49. They also cited Pinterest as the best option to start a campaign because it allows women to express their ideas, thoughts, and everyday actions.
Kotex looked to 50 women pinners that inspire others through self-expression. The brand (along with their ad agency Smoyz) sent the 50 women virtual gifts, and if they pinned them, they sent them actual gifts too. Not only did all 50 women pin the virtual gifts, but they also posted them to Facebook, Instagram, and Twitter- the ‘big three’ in social media. From just 50 media kits, over 690,000 impressions were made on Kotex’s target audience. Talk about the biggest bang for your buck.
Uniqlo Clothes is an internationally recognized brand. To gain visibility around their campaign they used long, vertical ads that work well with the platforms scrolling nature. Uniqlo worked to make sure that the ads were specifically designed for Pinterest so that they blended in with the medium. This made the audience interested in their ads rather than shying away from them. The key is that they weren’t presented as such; they were very simple as to not overwhelm the viewer. By accurately understanding the platform, Uniqlo was able to camouflage their ad campaign and garner more impressions, pins, and engagement.
British Midland International’s “Pinterest Lottery”
BMI, British Midland International, wanted to use a new medium to increase the buzz around their tourism company. Since Pinterest is a visual site and great for photos of travel, it was a perfect fit. So, they decided to launch a social media campaign mixed with a lottery contest. Users were asked to pin at least six pictures from designated travel categories. All of the photos were labeled with the numbers 1-63. Every week, BMI would chose one of the numbers randomly and the corresponding pinner would be entered into a chance to win two free tickets to a BMI destination. It’s an interesting campaign, and it caught the attention of many by combining aspects of chance with social media interaction.
Peugeot Panama’s Puzzle
The French carmaker decided to take a new approach to Pinterest campaigning: gaming. The company ran a contest to challenge its users to create a puzzle on Pinterest. To get the missing pieces of the puzzle, the fans had to go to the Peugeot’s Facebook page. This is a great example of brand integration and expanding the campaign across multiple social media platforms.
Pinterest is still growing at a rapid rate. With so much going for it, it’s only a matter of time before more businesses see the value in investing in this social network. By staking your claim early, you will have a better chance at gaining followers, engaging with your audience, and developing on one of the hottest social networks. Take an example from these 4 success stories and start pinning today.
Author Bio: Savannah Marie is a social media enthusiast and editor for her blog. When she isn’t writing, you can find her walking a trail with her favorite yellow lab, Remington, baking something delicious, or reading a classic.