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.
New Zealand fashion week, similar to New York’s fashion week, created a successful multi-platform social media strategy that helped grow attendance and revenue during the entire week of the event. Fashion weeks are a way to bring the top designers, retailers, socialites, and those just passionate about fashion together in one place to party and do business.
Kotex launched a creative, low cost, well executed advocacy/influencer campaign using Pinterest. Great video below expanding on how they did it and what the results were.
Kotex first looked through thousands of women’s pinboards in search of 50 power users with a large number of engaged followers on Pinterest who could be future Kotex customers. They then studied the 50 women’s boards to get a better understanding of some of the things they are passionate about. After the analysis, they created custom gift boxes for each woman filled with goodies they believed would resonate with them. I would estimate they invested between $50 and $100 per gift box.
Upon receiving the gifts, almost all 50 did as Kotex had hoped. They talked about Kotex online. Kotex then asked the women to reciprocate by opting in to the campaign to share their stories about the cool gifts they got.
At the time of the video below, there had been 2,000 interactions between the 50 women and their friends and almost 695,000 impressions.