Hi! I am a Marketing
Manager. I have been given
the task to make a
marketing campaign for a
health food chain – ‘Blabber’.
My colleague recommended
me to use Pinterest.
But what is
is a visual social network.
It allows me :
• to upload images or videos that I like from my
computer or web
• to browse, re-pin, like or comment on others uploads
(pins & boards)
• to share pins on other social networking site like
Facebook, Twitter, etc.
• to embed individual pins on my website or blog.
As pinterest puts it :
“No matter what you’re interested in,
there’s a place for it here.”
and why should I use Pinterest
Open a business account
Join pinterest as a business using your
facebook account or your Email-ID.
Make sure to verify your
website: It gives you
access to Pinterest
analytics which helps
you strategize your
The BIG question
My target group would be:
- HNI adults
- Age : 15 – 60
- Location : USA
- Interests : fitness, weight loss,
gym, healthy food
Is my target
Yes, my target group is on Pinterest.
Income : HNI
Age : Upto 50 years
Location : Urban cities
Let’s look at a few case studies before
I can make a strategy for ‘Blabber’
Name: Allrecipes.com, world’s largest digital food brand
Business need : Drive high quality traffic, Increase
followers, make it easy to discover recipes and videos
How they did it : Added the ‘pin it’ button, used email
marketing to drive pins. Continue to foster a community
What they achieved : in 3 months, clicks on Pinterest
content increased more than 900%, In less than a
week, the number of clicks to Allrecipes.com from
Pinterest increased 4x, re-pins and likes of the featured
images increased by more than 3x, and reach grew by 2x.
Name: Sephora, a leading beauty-retail concept
Business need : Make it easy to pin from Sephora.com.
Use email to encourage Pinterest engagement.
Encourage clients to pin their beauty ‘shopping lists’.
How they did it : Made pinning easy by adding the ‘pin it’
button. Connected with pinners through email. Created a
shoppable experience on pinterest
What they achieved :Within a few short months
Pinterest became a top 10 referring site for
sephora.com, generated more than 14,000 re-pins, saw
60% growth in traffic from Pinterest.
Name: iXiGo.com, India’ leading travel planning and
Business need: Increase engagement, Drive traffic, to
be perceived as a brand that cares about their
customer’s travel wishes
How they did it: ran an interactive contest.
Contest details: Invited pinners to Pin images of all the
places they must visit in their lifetime on iXiGO’s
Community Pinboard ‘Amazing Places (World) AND the
reason why they want to go there. Also, repin all the
images from the #MustiXiGO Pinboard. Contest was
promoted across Facebook & Twitter
What they achieved: Phenomenal Participation and
interaction, 92% increase in followers in 5 days
1. Understand my target group and what they like
2. Understand what they like to collate and what
they relate to
3. Come up with ideas and strategies for creating
4. Think how to make the content visually
5. Make it extremely easy for users to find, share
and like the content.
Blabber is a health food
chain. My Target audience
has varied interests, like:
A. They’re fitness freaks so fitness tips!
B. They’re into healthy eating so healthy
C. They want to lose weight so looking for
D. They would also be interested in new
places where they can get healthy food!
A.1 Fitness tips
D.1 Latest health
What will my
TG like to
D.2 New Products
My final Pinterest
What my TG would like to collate:
recipes, food quotes, fitness tips
2. Create visually appealing content
3. Follow and engage with existing foodies and
brands to increase visibility
4. Hold a contest to make an immediate impact
5. Add widgets and ‘pin it’ button to make it
easy for users
5. Be consistent with my posts and updates.