Pinterest has exploded over the past few months within marketing and brands have been quick to exploit the potential of this fairly new social media destination. In order to get a better idea of what the future might bring for Pinterest campaigns, I searched for 5 of my favourite recent campaigns and considered how other brands can learn about effective promotion.
1. ‘Country Living‘:
Recently, Country Living have launched an inventive Pinterest campaign named, ‘My Country Living Dream Bedroom’, which requires supporters to Pin 5 or more things from Country Living’s website and also link it to Twitter via hash tags. In return for their efforts, users are entered in for the chance to win brand-new, Garnet Hill bedding.
2. ‘Guess‘:
Guess came up with a great idea this month in encouraging followers to design Pinterest boards based on four Spring colours. Fans were asked to pin at least 5 images onto a board titled ‘Guess my colour inspiration’ and four winners would be chosen by well-known fashion bloggers at the end of the contest. If users participated, they were in with the chance of winning an item of the new Guess spring collection.
3. ‘Wishpond‘:
Wishpond recently announced the launch of its Group Offer app that allows brands to create deals that harness the ability of sharing their content around various social networking sites. It’s a very clever new way for merchants to entice users to make purchases across various mobile, web and social channels.
4. ‘Mark Eric‘:
Pinterest can clearly be used as effective promotion when considering Mark Eric’s latest contest. Followers were asked to create a board featuring Mark Eric’s photographs as well their own photos that inspired them. As long as all photos were labelled with a hash tag linking to Mark Eric, users were in with a chance of winning a free photo session.
5. ‘Kraft‘:
Kraft foods created a new Pinterest contest where consumers are encouraged to pin 5 or more ‘JELL-O’ recipes to one of their existing image boards. In order to enter the competition, users must then email the URL link of their board and their email address to the Kraft recipe’s website. Cash prizes are available to the winners of the contest giving a real incentive for people to participate.
What can we learn from these campaigns?
Pinterest campaigns definitely seem like they are always easy to enter and engage with which I think is one of the key reasons users are more likely to take on the challenge. The contests themselves are not complicated, with many brands simply opting for a ‘pin it to win it’ technique or rewarding those with the most ‘repins’. Either way, users are given an incentive to spread your message via their own social networks.
It seems that creating viral awareness for your Pinterest account can spread rapidly while using competitions and the results can often be enlightening. If you have heard of or seen any interesting and effective campaigns, I would appreciate you sharing them with me. Contact with your thoughts and opinions @Megwhdigital and join us on Pinterest @megwhd
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