Pinterest is not as big as Facebook or Instagram. However, it has its roster of top-performing marketing campaigns. The social network revolutionized the simple concept of magazine-to-corkboard cutouts for inspiration or aesthetic design. Indeed, it has worked effectively for many businesses.
Pinterest’s algorithm has not drastically changed since these projects. Because of this retention, you can still apply the principles behind Honda’s paid inspiration, a spray-paint company’s idea of spraying life into old objects to make them new, and others.
Five Lessons From Major Pinterest Campaigns
Sponsored Inspiration Can Work As Prizes
Honda’s “Get Out and Live Life” Pinterest campaign had five Pinterest influencers take a 24-hour break from Pinterest. However, it’s not just to get out and see the world. The automaker had the influencers take inspiration so they can create a project from their pinned boards. For example, an influencer with tons of fashion pins and boards must create his or her own clothing. Honda gave each influencer $500 to spend for their projects.
As a result, the campaign had 5,000 repins, 2,000 likes, and overall 16 million social network impressions. That is quite a lot for just $2,500.
The major takeaway of Honda’s Pinterest campaign: inspire people and give them the means to do so. Some marketers want to use raffles and contests to get attention. However, if you can give people something more than just a material prize, then they will likely remember your brand. And, if you can give them support, all the better!
DIY Companies Can Actually Use It
Pinterest has always been a do-it-yourself person’s haven of inspiration and creativity. Each pins and board’s attractive content lies in its value-adding concepts. Paint manufacturer Krylon Paint took advantage of this idea and integrated its traditional TV commercial with its Pinterest board. The commercial showed a family who bought old items and used spray paint to breathe new life into the products.
Then, Krylon Paint adopted the concept in real-life. They drove a van through six states in a yard sale spree. On Pinterest, the Krylon marketing team updated their followers each time they sold one of the 127 items they were selling. They also documented the “upcycling” of each second-hand item using Krylon spray paints.
The feat itself was inspirational and encouraged creativity. In this light, it was just perfect for Pinterest. Taking into consideration Honda’s example, Pinterest users gather around the idea of convincing and actual application of the social network’s content.
Cross-Platform Integration Is a Must
Krylon did plenty with its TV advertisement plus its video and Pinterest documentation of its yard sale. It proves that cross-platform integration works well for any campaign in the social network.
Another company that used this idea to the fullest is Mastercard. During its “#AcceptanceMatters” campaign, which it timed perfectly with NYC’s Pride Parade, it tagged Pinterest influencers who wished to spread their positive message. Mastercard also asked the influencers to link back to their Facebook contest. The cross-network contest will look for the best photo that showed the best concept of acceptance.
The campaign had 24.5 million people see or participate in the campaign. It also garnered 13,000 repins in roughly two and a half months. Mastercard’s Pinterest also gained 171 followers during the campaign.
Creativity Always Wins The Day
Peugot’s promotion for its new cars was interesting. The marketing team did a traditional advertising campaign with Pinterest. All they did was to create a board, place the photos of their cars, and they’re done. However, there was a catch.
The Pinterest managers made it look like a sliding puzzle. The car photos were split on Pinterest’s 3-by-3 album preview grid. They asked people to find the missing slides for the Peugot’ Boxer, 107, and 3008. Of course, the first five who did it received a prize!
Witty creative efforts in campaigns will never grow old. If you take this concept beyond Pinterest, you’ll still do excellently with any consumer engagement.
Granting Wishes Will Always Be a Unique Experience
If you join a raffle or contest, then you do so with a little hope that you could win. Traditional contests only have one winner. Generous sponsors will likely want more victors. However, an act of kindness used as promotion, while it sounds vile, can really create positive experiences.
Kotex looked at 50 Israeli women’s Pinterest boards. They were selected based on how “inspiring” they were on the Internet and in real life. The company sent each woman one real-life version of an item they pinned on the social network. Kotex succeeded in increasing its engagements, earning over 2,200 interactions and 129,000 impressions based on the 50 gifts given to the women.
Granting wishes are still a great way to develop your brand and increase your business’ sphere of influence.
What other things have you learned in your most successful Pinterest campaigns? Help someone in the comments section today!
