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Pinned!
- 1. Pinned! How brands are capitalizing on Pinterest
- 2. Pinned! Quick Facts • Launched March 2010 • Launch—September 2011 (18 mos): 2 million users • October 2011 - January 2012 (3 mos): 12 million users • March 2012: According to Experian Hitwise, Pinterest became the third-largest social network in the U.S.
- 3. Pinned! Why does Pinterest matter to retail? • Pinterest accounted for 3.6% of referral traffic • Shoppers referred b Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks • Pinterest users spend way more money than Facebook users— $180 vs. $85—but less time engaging !
- 4. Pinned! Three “Pinning” Marketing Campaigns Ann Taylor Valentine’s Day Contest • Follow Ann Taylor on Pinterest • Create a board titled “Ann Taylor Hearts Fashion Contest” • Pin images of your Valentine’s Day inspirations, including 4 Ann Talor products
- 5. Pinned! Three “Pinning” Marketing Campaigns GUESS Color Me Inspired Contest • Create boards based on four spring colors for a chance to win a pair of color-coated denim from GUESS’ spring collection • Seven-day contest • Boards were judged by stylists and four winners (each spring color) were selected • Due to the positive response, GUESS plans to continue running more exclusive Pinterest contests
- 6. Pinned! Three “Pinning” Marketing Campaigns British Midland International (BMI) Pinterest Lottery • Turned Pinterest boards into a game • BMI created 7 boards, each board represented a travel destination with nine pins representing landmarks/ activities within that destination • Each pin was assigned a number 1 - 63 • People could repin up to 6 images to their own personal boards • Just like in a real lottery, a number was chosen and random (1 - 63) and the users who had repinned the image with the associated number were qualified to win a free flight
- 7. Pinned! Etiquette • Avoid self promotion • Add the Pinterest button to your website • Create resourceful boards based on a few core keywords/topics • Feature visual content • Create user-generated pinboards • Host a contest • Showcase your personality • Use hashtags
- 8. Pinned! Two “Pinning” Brand Pages West Elm • Uses Pinterest to create content that serves as a resource • The board is more about home decor inspiration than pushing product; e.g., Etsy board • Smart boards and pins showcase the West Elm style without becoming an ad • Followers will connect design ideas with West Elm, creating brand/image enthusiasts
- 9. Pinned! Two “Pinning” Brand Pages Whole Foods • They know their audience and their audience’s lifestyle • The boards are updated frequently
Notas del editor
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- Quick Facts:\n- 11 million+ total users, 58% are women\n- Estimated unique visitors to Pinterest.com increased by 429% from Sept. to Dec. 2011\n- In October 2011, the company secured $27 million in funding\n
- Brands are just beginning to capitalize on the Pinterest craze to create user-experience focused campaigns/contests to enhance brand loyalty, encourage word-of-mouth marketing and spread products virally—Ann Taylor contest example.\n\nWhat this means to you:\n- The amount of traffic Pinterest sent elsewhere has risen accordingly, becoming a top five referrer for several apparel retailers\n- Pinterest has quickly become one of the most popular social media portals for consumers to visit prior to visiting a retailers’ website\n- Top 3 traffic referrals to retailer websites: 1) Search engines, 2)Other retailers, 3) Social networks\n- Contests, such as the Ann Taylor Valentine’s Day contest are EASY to execute, cost-effective (Ann Taylor designed the contest pin and gave away a $200 gift card to the winner) and encourages consumers to “pin” your product, automatically sharing your “brand” with friends and family throughout Pinterest and potentially Facebook and Twitter. \n- The platform is very conducive to word-of-mouth marketing.\n\n\n
- New product launch promotion:GUESS Color Me Inspired Contest\na.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-coated denim from GUESS’ spring collection\nb.The contest ran for 7 days\nc.Boards were judged by stylists, and four winners were selected\nd.Due to the positive response, GUESS plans to continue running more exclusive Pinterest contests on the GUESS Pinboard\n\n\n\n\n\n\n
- British Midland International (BMI) Pinterest Lottery\na.Turned Pinterest boards into a game\nb.Each board represented a destination with the pins being destination images\nc.Each pin/destination linked back to BMI’s Tumblr page, which featured content/information about city; e.g., London\nd.Each pin was also assigned a number 1 – 63\ne.People could repin up to six images to their board\nf.Just like in a real lottery, a number was chosen at random and the users who had repinned the image with the associated number were qualified to win a free flight\n\n\n\n\n\n\n
- - Pinterest is designed to curate and share things that you (the brand) love or represent\n- Pinterest button makes it easier for people to pin your products and serves a reminder to do so\n- The primary thing to keep in minds is to represent your brand, not necessary promote your brand\n- Visual content\n- Allow others to post on your board OR identify some key brand ambassadors or followers and dedicate a board to their pins (build brand loyalists/ambassadors via recognition)\n- Contests\n- Discover your personality and use Pinterest to provide a benefit to followers\n- Hashtags to the comments on pins makes them easier to find in a search\n\n\n\n
- West Elm: inspires boards on a variety of topics, including decorating ideas and creative ways to reuse furnishings (penny floor anyone?) to come up with a whole look for a room...includng (but not even close to limited to) West Elm products.\n\nCelebrates others creativity\nOffers design solutions/ideas/do-it-yourself tips\nMixes in product\n\nALL supports the brand image and vibe.\n\n\n
- Whole Foods addresses a range of activities related to lifestyle including gardening, recycling adn recipes.\n\n- Bring that knowledge to their Pinterest boards, from organic living to fitness to home decor to gadgets to the more obvious—food, recipes, gardning\n- Drives people back regularly and gets their brand front and center by showcasing the lifestyle (or the lifestyle they strive for) of their target market\n
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