‘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?
Source: ICON&Co
Follow Category?Social Media |
Follow Author?Laurens Bianchi |
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Follow Tags?* custom facebook page2011 social media reviewisraelkotex |
Hi Laurens, thanks for the post! The Kotex campaign is indeed the best example yet. What I also liked is What Austin did for the SXSW festival to let the visitors of the congress pin all interesting stuf about the event. I think we will see more innovative campaigns soon with the launch of the Pinterest API and at the moment we are also busy with an Campaign on Pinterest in Holland
http://pinterest.com/hetisvrijdag/hetisvrijdag/
Pinterest is tiny in NL: 57,000 users and in the Gen-y audience even smaller: 35,000 users.
But based on the CMO Landscape 2012, we decided that Pinterest should be one of the channels for the Eurojackpot launch in Holland, a new lottery:
http://pinterest.com/hetisvrijdag/hetisvrijdag/
And small or not, this page really helps a lot in creating buzz, social shares and social interactions. Mainly because content is entertaining.
What do you think Kotex could have done better, Pinterest wise?
Cheers
It was very informative and I also digg the way you write! Keep it up and I’ll be back to read more soon mate.
Thanks, much appreciated.