Kotex Targets 50 Influencers on Pinterest

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.