Pinterest is on the lips of every company with beautiful or creative products. When Lowe’s was faced with the desire to engage their one million Facebook fans on their Pinterest boards, they went to where the people were.
By using a custom Pinterest Tab on their Facebook Fan Page, Lowe’s is able to automatically pull content from their Pinterest boards and fans can see the many Lowe’s ideas and products, all without having to leave Facebook. In just nine days, Lowe’s saw a 32% increase in engagement with their followers on Pinterest. Now, almost a year later, the company has 2.1 million fans on Facebook and 3.4 million followers on Pinterest.
Lowe’s has been actively cultivating the audience of mostly women, ages 25-34, who spend the majority of their webtime on Pinterest by posting product images tied to home décor and do-it-yourself project ideas since October 2011. Followers are also encouraged to “pin” their own product pictures (with pricing), video clips and ideas on any of the 25 boards created by the company.
Other retailers and brands tapping into the Pinterest audience include Whole Foods, Nordstrom Bergdorf Goodman, HGTV and Real Simple Magazine.
Read more: http://www.mediapost.com/publications/article/169843/lowes-hopes-pinterest-facebook-higher-engagem.html#ixzz2LP4VnrvA
Image via Wikipedia
Clorox had been advertising their Green Works brand of environmentally-friendly products for several months on Facebook without a noticeable boost in awareness or revenue. A new Facebook campaign was started in 2010 that aimed to raise community awareness with several different initiatives ranging from a $3 off coupon to helping the company decide where to send charitable donations. Another goal was to have fans register at their Green Works homepage on the web.
- Campaign designed to increase awareness of Green Works
- Various incentives offered for visiting Facebook page
- Target audience was females aged 25-54
Clorox almost immediately discovered that the $3 off coupon was by far more effective than any campaign they had implemented to date. A .11% engagement rate was record setting for the company, which was later connected to a 12% increase in brand awareness in a Nielsen study. More than 20,000 fans voted and submitted comments for the charitable drives as well. Over 33% of Clorox’s Facebook visitors for the 2010 year can be directly linked to this advertising. To view the actual study, click here.
Dwell, a sustainable design magazine, hired Swirl to implement a social media campaign to promote it’s ‘Dwell on Design’ event. Swirl chose Twitter, Facebook and Blogger to reach out to people on the internet. The campaign started with creating an online media kit for bloggers. The kit included videos, photos, banners, slide shows etc. for the event. A list of popular blogs relevant to LA/ South California, Design, Sustainability was compiled and finaly 200 blogs were included in the Blogger Outreach program. A Facebook event page and Twitter were used to promote the event. The results – a sold out event Case Study
In order to build an emotional connection between Fiskars Brands crafting division and its customers, the company went in quest to recognize its four customers to become Fiskars ambassadors. The ambassadors spread word to mouth popularity and posted their comments on Fiskars blog which in turn strengthened its customer relationships. These ambassadors also participated in discussions, online chats and tradeshows. The Fiskateer movement launched since June 2006 has been able to create more than 815 members in 45 states and received over 130,000 visits to its website/blog from 40 countries. Case study
Bounty hired Manning, Selvage & Lee Digital to promote their online “One Sheet Challenge”. Customers were asked how they used one Bounty for cleaning. The prize was $30,000 kitchen makeover. Awareness was raised amongst families, home designers and organisations. They assembled 150 online targets by giving information on the sweepstakes and reviews on the products. 39 online placements and 1 million impressions were generated. Messages appeared on high-traffic sites and search for the product increased by 1300%. Case Studies
- Cafemom: In addition to the Laundry Scavenger Hunt widget, Clorox also has a group formed as well. Upon first review, I thought it may be a fairly inactive group, but found it to be quite the opposite. Managed by CafeMom, this group has consistent conversation, and garners hundreds of comments and thousands of pageviews (one post with over 80,000 page views).
- Facebook & MySpace: Currently there are multiple user-generated profiles for Clorox. One of the most popular was on Myspace for 245 friends (specifically for Clorox disinfecting wipes). On first glance, it appeared to be corporate, until I noticed the details within the profile listing it’s status as a “Swinger”, and its body type as “More to Love”. This was humorous to me, but I doubt it would be to the folks at Clorox.
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On the Home Goods blog, is a section titled, “Customer Finds”, which is a unique community where Home Goods customers upload pictures of their latest purchases. The hook? You have to take pictures of your purchases in your own home. In my opinion, this is a great concept that could be taken one step further by allowing viewers to vote their favorite finds.
In addition to the “customer finds” section of the site, Home Goods has a personalized login for “Preferred Shoppers”. This area of the site has hand picked content ranging from recipes, to decorating ideas and trends. After browsing this section of the site, I felt as if content was an after-thought and could be improved by adding more regional and/or local information. Case Study
Electrolux is a high-end, premium, European brand in Korea. In spite of Electrolux’s targeted PR, consumers still are more likely to make a choice between Samsung and LG than to consider Electrolux, because they simply didn’t have Electrolux on their minds. To put Electrolux top of mind, AML had to create the conversation between consumers — specifically moms. In order to do that, AML needed to help their targeted moms to understand “why Electrolux?” and to share the value of the brand. Budget: $300,000 Case Study
