Kotex’s Women’s Inspiration Day Pinterest Campaign

March 26, 2012 by Ryan Lum - 12 comments

Pinterest is a rather new social network that allows individuals to ‘pin’ images to a board. Much like an inspiration or mood board, this social network allows you to gather images around the web and also share it with others. Since it is a rather new social network, most major brands still don’t know what to make of it. Very few brands have really tapped into this up and coming social network.

Smoyz, an Israeli creative advertising agency, recently broke through the mold and introduced a creative way brands can use Pinterest. Smoyz did a Pinterest campaign for Kotex in which they found 50 “inspiring” women via Facebook accounts and searches through Pinterest. After selecting the lucky 50, the brand sent virtual gifts to each one of the individuals. If the recipient pinned the virtual gift, she would then get a real gift in the mail based on something she pinned.

100% of the women posted something about their gift, not only on Pinterest, but also on all the other major social networks. The initial campaign created a huge buzz on the social platforms: pinterest, facebook, twitter & instagram.

Total Kotex kits sent, 50. Total interactions, 2,284. Total Impressions, 694,853. Talk about results! What do you think of this Pinterest campaign?