Pinterest is the third most popular social network in the U.S. with over 14.9 million users, staggering numbers that have captured the attention of brands that want to leverage that popularity, especially considering shoppers referred by Pinterest are 10 percent more likely to make a purchase than those who come from Facebook and Twitter.
But since Pinterest is still relatively new in the world of social media, brands are still trying to figure out the best way to capture the attention of users. So far the most successful campaigns have been simple with a low barrier to entry. Here are a few of our favorites.
Grey Goose is the first major spirits brand to use Pinterest to support a campaign, which is centered on a fictitious Hotel Noir. Users can "uncover a striking new scene each week through exclusive Instagram photo stories and Pinterest boards." The photos are visually stunning and are meant to inspire users to engage with the brand and add their own content.
Zappos, the online clothing and shoe retailer owned by Amazon, recently added a feature called Pinpointing that recommends purchases based on what users post on Pinterest. The cool thing is that even if someone isn’t an active Pinterest user, she can still check out recommendations based on her favorite style-setters.
Walmart recently launched their first Pinterest contest that gives the community a chance to win a $500 Walmart Gift Card by pinning objects from Walmart.com that inspire them to be green. The eco-friendly slant on this will certainly appeal to Pinners of all types.
Lec is a UK refrigeration brand that teamed up with Simply Ice Cream and Pinterest to celebrate their 70th birthday. They’re asking users to help them create a brand new limited edition ice cream by re-pinning the four ingredients from their board they think would make an interesting flavor. The winning ice cream will be made and the creator will get a year’s supply. Yummy!
HuHot is a Mongolian Grill franchise taht used a Pinterest contest to raise brand awareness. In order to enter, contestants had to create a HuHot recipe and pin it on their board. Entries were also re-pinned on the HuHot’s Grill Meal Contest board. The winner received a $100 gift card.
In July, Victoria’s Secret asked their fans "What does a sexy summer look like to you?" Participants had to create a Pinterest board named "My Victoria's Secret Summer" and pin at least three images from VictoriasSecret.com, as well as othe summer-inspired pics. The grand prize winner won a $1000 Victoria's Secret gift card.
Last Valentine's Day, Threadless asked its fans to spread the love by creating a Pinterest board dedicated to their Valentine. Contestants had to add at least ten pins to the board, five of which had to be Threadless products. The winner received $200 in Threadless and Amazon gift cards. What's not to love?
To celebrate its 5th birthday, Virgin America asked folks to share their High Five moments by pinning their top five travel pics for the chance to win five flights. People pinned everything from their child’s first flight to flying to their wedding.
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