‘The World’s First Pinterest Campaign’
Pinterest is one of the fastest growing social sites of this moment. The website has over 11 million users right now and is becoming more and more interesting for brands as well. So it should not take long before a brand claims Pinterest in their campaign.
Kotex claims to be the very first, but Peugeot already organized a Pinterest Puzzle game before. Although the game was a bit confusion to users, perhaps not a smart move for an automotive. The ‘Womens Inspiration Day by Kotex’ is an far more interesting campaign than Peugeot, as it’s a sort of influencer campaign as well.
Kotex used Pinterest to identify 50 influential women from Israel. After that they analyzed the Pinterest ‘pins’ of each woman. Based on the individual interests, Kotex made a gift box full of individual gifts. In order to receive thier gift box, all they need to do was to ‘repin’ the Kotex gift. The women received their gifts and immediatley posted about their gifts on their social pages, blogs and of course their Pinterest page.
The campaign resulted in 2,284 interactions and almost 695,000 impressions, although it’s not clear to me how they measured that. I believe the big win is all the free buzz and PR they recieved from it.
Check out the case video below to see how it worked:
So what are thoughts on this campaign? Smart or not? Do you know any other brands that used Pinterest in a similar way?
Follow Category?Social Media
Follow Author?Laurens Bianchi
Follow Tags?* custom facebook page2011 social media reviewisraelkotex