Pinterest For Business: 3 Creative Campaigns From Brands On Pinterest
While many brands are hopping onto Pinterest, there are a few special ones that stand out above the rest with creative, unique campaigns. Here are a few of my favorites:
1) Modcloth’s “Something ModCloth, Something You” Pinterest Contest
ModCloth’s whimsical wedding contest lent itself perfectly to the Pinterest crowd–brides to be and those who love, love (ahem, note the name of my blog). They created a contest around wedding accessories and planning, a hugely popular category on Pinterest that people are already pinning about day in and day out. Now, they have the chance to win something while they’re at it!
Gather your bouquet of wedding inspiration, because we’re looking for a cohesive board that will inspire our spring 2012 wedding campaign. To enter, create a board, title it “Spring ModCloth Wedding,” then add a description of your aesthetic to your board. Make sure your board contains each of the 20 pins listed above, in no particular order. In each pin’s caption, include the number, and name that the pin corresponds to for the contest, along with the hashtags #modcloth and #wedding.
A themed Pinterest campaign, especially one that taps into the innate interests of those on Pinterest (lifestyle, design, weddings, home, furniture, recipes), is a winner. Asking people to pin fun photos that are relateable and pairing that with a great prize, makes for a successful contest.
Here’s another little ModCloth creative nugget that’s second runner up:
2. Honda Pintermission Campaign
Honda turned Pinterest on its head with its “Pintermission” campaign, a campaign that sought out some of Pinterest’s most influential pinners, offering them $500 to take a Pintermission–a 24-hour break from Pinterest to go out and experience the things they pin about. Since the new Honda was all about “getting out and living,” the campaign aligned perfectly. Honda sent out creative, personal Pinterest invitations to these influencers, challenging them to take their own Pintermission. The concept was unprecedented in the Pinterest world, and encouraged pinners to stop pinning so they could get out to do the things they pin about. They then asked these influencers to pin about their Pintermission adventures, thus getting them to pin again. Well played, Honda.
This received a ton of buzz for being different. There’s always the “pin it to win it” campaign, but this took the core of what Pinterest is about–aspiration–and made it come to life.
3. JustFab Stylish Scavenger Hunt
Rather than asking fans to create boards on Pinterest, JustFab mixed it up. The brand asked fans to visit the JustFab Pinterest page to unscramble scrabble blocks of hidden words. Then, the fans would email JustFab with their answers for the chance to win new shoes. These brand challenges allow for a more sustainable approach to acquiring Pinterest fans. Rather than one big push from a contest, they acquire fans through these mini challenges. The brand also integrates Pinterest on their Facebook page to promote these challenges and consumers’ pins.
In order to continually gain followers, brands must create buzz and excitement throughout the year. Focusing on a theme or challenge for pinners is a great way to do this. Change out the creative each month to keep people interested and avoids the one-off contest entrants to find out who your real influencers are.
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