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Pinterest Campaign Project
        Summer 2012
I - Background
What is                             ?
 Pinterest is a social media platform
        centered around lifestyle

• Pinterest lets you organize and
share your interests you find on the
web.

• People use pinboards to plan their
weddings, decorate their homes,
and organize their favorite recipes.

• You can browse pin boards created
by other people and brands to get
inspiration from people who share
your interests.
Terminology
                     Repin   Like Comment

  Boards      Pins
Benefits of Pinterest
• Ranked as the #3 social media site
with 104 million visitors
    • Facebook: 7 billion
    • Twitter: 182 million

•About 1 in 4 consumers reported to
spending less time on other social
media in favor of Pinterest

• 25% of consumers reported
purchasing a product after
discovering it on Pinterest

• 4 of the 5 most followed retailers on
Pinterest are fashion retailers           Referral traffic is far higher on Pinterest than
                                                        other social media
II - Objectives
Key Objectives
Marketing/Brand Awareness                           Promotional

• Not only raising brand awareness,                 • Web traffic and engagement
but also driving purchase behavior                  spikes from being present on
                                                    different channels
• Popular and fast growing social
platform that fits into LAGOS’ digital              • Define brand voice and create
strategy                                            community of followers who
                                                    interact
• Leads to customer engagement
and possible buyers                                 • Communication is a two-way
                                                    street – sociable and responsive




                           Sales Cycle for an Online Platform
Pinterest’s Reach




 Pinterest reaches current and potential customers with interests
               in fashion and has purchasing power
Style/Fashion is the 4th most popular category
with almost 1/3 of users engaging in the topic
How We Fit In
• 87% of Pinterest users are women between
25-54 years old

• Our brand is highly visual in nature –
Pinterest is all about images!

• There is a planning element to our brand –
fashion and lifestyle businesses lend
themselves well to Pinterest

• Ahead of the game: Many large retailers
and competitors still do not have a Pinterest
account
    • Including: John Hardy, David Yurman,
    J. Crew, Ralph Lauren, etc.

• Sold at majors with leading social media
presences
III – Campaign Examples
Overview
Brands Included:

• Kotex

• Guess

• Ruche Boutique

• Refinery29

• Nordstrom

• The Zoe Report
Kotex
    “Women’s Inspiration Day”
• Debuted in March 2012 by Smoyz
Creative Agency

• Found 50 “inspiring” women and
looked at what they were pinning

• Once recipient pinned the virtual
gift from Kotex, she got a real one
in the mail based on something
she had pinned

• Nearly 100% of the women
posted about their gift – including
on other social media outlets
                                            http://youtu.be/UVCoM4ao2Tw

                Over 2,200 interactions based on the 50 gifts
Guess
          “Color Me Inspired”

• Debuted in March 2012

• Pinners created a board titled “GUESS
My Color Inspiration” and pinned at
least 5 images that inspire them for
spring based on four pre-chosen colors

• Include the hashtag “#GUESScolor”
under each pin and post a comment
on Guess’s contest rules pin with a link
to their board

• Winners were chosen by fashion
bloggers
                                           https://pinterest.com/guessinc/color-
                                                    me-inspired-contest/
Ruche Boutique
          “A Pin A Day In May”

• Debuted in May 2012

• Pinners created a board titled “A Pin A
Day In May” and pinned one picture
every day for month of May

• Submit the board at the end of the
month to contests@shopruche.com

• All submitted participants received a
$10 one time use coupon to use at
Ruche
Refinery29
        “Summer Must-Haves”

• Debuted in July 2012

• Pinners created a board titled
“Refinery29 Summer Essentials” and
pinned at least 5 essentials from
Refinery29

• Include the hashtag
#r29summerstyle”for each pin

• Re-pin the contest rules and paste a
link to your board

• R29 Editors select a winner to win
Céline tote and have board featured
on Refinery29.com
Nordstrom
      “Pin to Win $1,000”


• Debuted in July 2012 during
Anniversary Sale

• Pinners created or added to a
board with at least 3 Nordstrom item
pins

• Submit entry with board URL and
additional info

• Entered in for a chance to win one
of five $1,000 Nordstrom gift cards
The Zoe Report
   “Celebrate TZR’s 3rd Birthday”
• Debuted in August 2012

• Pinners created a board titled
“Happy B-Day The Zoe Report” and
pinned a head-to-toe celebratory
outfit, including 3 items from Barneys

• Include the hashtag “#TZRbday”
under each pin

• Paste link to the board underneath
contest rules

• Winner was chosen by Team Zoe to
receive $500 Barneys gift card
IV – LAGOS +
Our Audience
45 year old woman
HH: + 150K
Lives in a suburban environment
Professional experience
With a family
Knowledgeable

Shops in Nordstrom and Neiman Marcus - shops online

Buys David Yurman, Ippolita, John Hardy

Wears St. John, Louis Vuitton, Donna Karan
Objectives and Goals
• Targets current and potential customers; grows brand awareness for current
Nordstrom customers unaware of LAGOS

• Partnering with Nordstrom amplifies our Pinterest presence and strengthens
brand identity
    • Over 275,000 Pinterest followers and 1.5 million Facebook likes

• Gain followers on Pinterest and increase brand engagement
    • Cross-platform promotions with Nordstrom and LAGOS social
    media/affiliated blogs

• Storytelling element encourages purchase consideration (i.e. building a
lifestyle around the jewelry)

• Gather market data (pinterest.com/source/lagos.com)

• Increase web traffic to lagos.com and nordstrom.com to drive sales
     • Incite stronger Pinterest referral traffic on Google Analytics
Our Pinterest Campaign
            Example:

            • Introduce in Winter 2012

            • Partner with Nordstrom

            • Pinners create a board titled “A LAGOS Soirée”
            and pin festive winter essentials, including 3 items
#           from the Soirée collection and 3 items from
#           Nordstrom

            • Include the hashtag “#LAGOS” or #Nordstrom
            under each respective pin

            • Winner, chosen by Nordstrom social team, wins
            the Soirée 5-Band Stack Ring or Nordstrom gift
            card and board is featured on LAGOS Facebook
            page

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Pinterest marketing campaign

  • 3. What is ? Pinterest is a social media platform centered around lifestyle • Pinterest lets you organize and share your interests you find on the web. • People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. • You can browse pin boards created by other people and brands to get inspiration from people who share your interests.
  • 4. Terminology Repin Like Comment Boards Pins
  • 5. Benefits of Pinterest • Ranked as the #3 social media site with 104 million visitors • Facebook: 7 billion • Twitter: 182 million •About 1 in 4 consumers reported to spending less time on other social media in favor of Pinterest • 25% of consumers reported purchasing a product after discovering it on Pinterest • 4 of the 5 most followed retailers on Pinterest are fashion retailers Referral traffic is far higher on Pinterest than other social media
  • 7. Key Objectives Marketing/Brand Awareness Promotional • Not only raising brand awareness, • Web traffic and engagement but also driving purchase behavior spikes from being present on different channels • Popular and fast growing social platform that fits into LAGOS’ digital • Define brand voice and create strategy community of followers who interact • Leads to customer engagement and possible buyers • Communication is a two-way street – sociable and responsive Sales Cycle for an Online Platform
  • 8. Pinterest’s Reach Pinterest reaches current and potential customers with interests in fashion and has purchasing power
  • 9. Style/Fashion is the 4th most popular category with almost 1/3 of users engaging in the topic
  • 10. How We Fit In • 87% of Pinterest users are women between 25-54 years old • Our brand is highly visual in nature – Pinterest is all about images! • There is a planning element to our brand – fashion and lifestyle businesses lend themselves well to Pinterest • Ahead of the game: Many large retailers and competitors still do not have a Pinterest account • Including: John Hardy, David Yurman, J. Crew, Ralph Lauren, etc. • Sold at majors with leading social media presences
  • 11. III – Campaign Examples
  • 12. Overview Brands Included: • Kotex • Guess • Ruche Boutique • Refinery29 • Nordstrom • The Zoe Report
  • 13. Kotex “Women’s Inspiration Day” • Debuted in March 2012 by Smoyz Creative Agency • Found 50 “inspiring” women and looked at what they were pinning • Once recipient pinned the virtual gift from Kotex, she got a real one in the mail based on something she had pinned • Nearly 100% of the women posted about their gift – including on other social media outlets http://youtu.be/UVCoM4ao2Tw Over 2,200 interactions based on the 50 gifts
  • 14. Guess “Color Me Inspired” • Debuted in March 2012 • Pinners created a board titled “GUESS My Color Inspiration” and pinned at least 5 images that inspire them for spring based on four pre-chosen colors • Include the hashtag “#GUESScolor” under each pin and post a comment on Guess’s contest rules pin with a link to their board • Winners were chosen by fashion bloggers https://pinterest.com/guessinc/color- me-inspired-contest/
  • 15. Ruche Boutique “A Pin A Day In May” • Debuted in May 2012 • Pinners created a board titled “A Pin A Day In May” and pinned one picture every day for month of May • Submit the board at the end of the month to contests@shopruche.com • All submitted participants received a $10 one time use coupon to use at Ruche
  • 16. Refinery29 “Summer Must-Haves” • Debuted in July 2012 • Pinners created a board titled “Refinery29 Summer Essentials” and pinned at least 5 essentials from Refinery29 • Include the hashtag #r29summerstyle”for each pin • Re-pin the contest rules and paste a link to your board • R29 Editors select a winner to win Céline tote and have board featured on Refinery29.com
  • 17. Nordstrom “Pin to Win $1,000” • Debuted in July 2012 during Anniversary Sale • Pinners created or added to a board with at least 3 Nordstrom item pins • Submit entry with board URL and additional info • Entered in for a chance to win one of five $1,000 Nordstrom gift cards
  • 18. The Zoe Report “Celebrate TZR’s 3rd Birthday” • Debuted in August 2012 • Pinners created a board titled “Happy B-Day The Zoe Report” and pinned a head-to-toe celebratory outfit, including 3 items from Barneys • Include the hashtag “#TZRbday” under each pin • Paste link to the board underneath contest rules • Winner was chosen by Team Zoe to receive $500 Barneys gift card
  • 20. Our Audience 45 year old woman HH: + 150K Lives in a suburban environment Professional experience With a family Knowledgeable Shops in Nordstrom and Neiman Marcus - shops online Buys David Yurman, Ippolita, John Hardy Wears St. John, Louis Vuitton, Donna Karan
  • 21. Objectives and Goals • Targets current and potential customers; grows brand awareness for current Nordstrom customers unaware of LAGOS • Partnering with Nordstrom amplifies our Pinterest presence and strengthens brand identity • Over 275,000 Pinterest followers and 1.5 million Facebook likes • Gain followers on Pinterest and increase brand engagement • Cross-platform promotions with Nordstrom and LAGOS social media/affiliated blogs • Storytelling element encourages purchase consideration (i.e. building a lifestyle around the jewelry) • Gather market data (pinterest.com/source/lagos.com) • Increase web traffic to lagos.com and nordstrom.com to drive sales • Incite stronger Pinterest referral traffic on Google Analytics
  • 22. Our Pinterest Campaign Example: • Introduce in Winter 2012 • Partner with Nordstrom • Pinners create a board titled “A LAGOS Soirée” and pin festive winter essentials, including 3 items # from the Soirée collection and 3 items from # Nordstrom • Include the hashtag “#LAGOS” or #Nordstrom under each respective pin • Winner, chosen by Nordstrom social team, wins the Soirée 5-Band Stack Ring or Nordstrom gift card and board is featured on LAGOS Facebook page

Notas del editor

  1. http://distributedmarketing.org/2012/04/13/pinning-email-to-pinterest-for-faster-roi/
  2. http://idea-stack.blogspot.com/2012/03/pinterest-analytics-from-strategic.html
  3. http://mashable.com/2012/02/25/pinterest-user-demographics/http://iquariusmedia.com/2012/02/pinterest-infographic-user-trends/
  4. http://www.conversity.be/blog/comscore-pinterest-is-disrupting-the-social-media-landscape/http://www.businessinsider.com/top-250-retailers-ranked-by-pinterest-followers-2012-5
  5. https://www.campalyst.com/top-250-internet-retailers-on-social-media-infographic