May 2, 2012 by Ryan Lum - 8 comments
Pinterest is so new that a lot of major brands still don’t know what to make of it. Marketers are still trying to find ways to engage their audience by using this new network, and we found some of those brands who are doing it well! Well, some of them at least.
Since it is a relatively new platform, there aren’t too many campaigns being run on Pinterest. With that being said, we ENCOURAGE you to try something new and exciting! Below you will find 7 great examples of Pinterest marketing campaigns. Definitely let us know if you or your company have tried marketing on Pinterest and of the results by leaving a comment below!
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?
Fashion brand Guess challenged fans last month to create boards based on four spring colors: “Noir Teal,” “Hot House Orange,” “Red Hot Overdue” and “New Plum Light” for a chance to win a pair of color-coasted denim from GUESS’ spring collection. The contest ran for 7 days in which four lucky winners would be selected by style judges Michelle Koesnadi of Glisters and Blisters, Kristina Bazan of Kayture, Jennifer Rand of Belle de Couture, and Samantha Hutchinson of Could I Have That.
The contest ended and the winners were announced; however, the company will be running more exclusive Pinterest contests on the GUESS pinboard.
BMI (British Midland International) launched what could be the first lottery campaign called the #bmipinterestlottery on social media site, Pinterest. Users had to “pin” up to six images from seven different travel designations on their Pinterest boards to share with their friends. All the photos has a number from 1 to 63. Each week, BMI chose a number at random and the users who had repinned the image with the associating number would be qualified for a chance to win a pair of free return flights to any BMI destination.
You can see the BMI Pinterest page here.
French car maker Peugeot’s Panama unit ran a contest that awarded fans who completed a Pinterest puzzle. The car company enticed users to create their own brand specific boards. Fans had to go to the Peugeot Facebook page or website to get the missing boards to complete the puzzle. The first five people to complete a board win a prize.
You can see their Pinterest board here.
Procter & Gamble’s Olympics tie-in strategy is to highlight the mothers of the athletes. The campaign itself was a huge flop as it didn’t get much interaction and the Pinterest board was eventually taken down.
Car manufacturer, Honda, created a brilliant Pinterest campaign called #Pintermission. The brand gave out $500 to five of the most active pinners, asking them to take a fay off from the site and treat themselves to the things they’ve been pinning about.
The five winners received a Twitter @mention and $500. Honda asked the winners to share images from their short break on the Honda Pinterest page upon their return. Among the five winners, one travelled to London and another went to Hawaii. What a great way to encourage brand followers to enjoy life!
Since it seems that Pinterest’s main audience is female, Sephore, a cosmetics brand created a new competition called ‘Sephora Color Wash.’ The cosmetic brand encouraged users to create a new board titled ‘Sephora Color Wash’ in the Hair & Beauty category and pin the competition page on their board as well as five images featuring their favorite color for a chance to win one of ten $250 Sephora gift cards.