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.
The Mexico division of Nike launched a unique social commerce campaign called #makeitcount. See Facebook app they made for it. Anyone with Nike shoes equipped with the wireless sensor that tracks your physical activity can win a pair of new shoes if they walk/run more than anyone in a given 15 day time period. You join the Nike auction and bid against others, not in dollars but in miles walked. At the end of each auction, a new auction starts and you have the opportunity again to win.
Great example of how a brand understands the rules of great marketing – to stick to their core story and brand promise which is about selling “performance” not shoes.
Wanting to rebrand its famous Vampires Widget, Sony decided to use Facebook as part of its tactical arsenel. It launched put up banner ads on the rebranded vampire programs to advertise their sweepstake promotion. Though the campaign lasted for just three days, it received around 59,000 entries, which was far higher than 10,000 expected visits. Case study