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The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
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The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless

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Follow Jess Hanebury along a three year evolution of Threadless’ Valentine’s day Pinterest promotion. You’ll learn how they leveraged learnings to create contests that their customers loved more …

Follow Jess Hanebury along a three year evolution of Threadless’ Valentine’s day Pinterest promotion. You’ll learn how they leveraged learnings to create contests that their customers loved more every year

Published in Marketing , Technology
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  • 1. The evolution of Threadless' Valentine's Day Pinterest Challenges
  • 2. Threadless is a creative community that makes, supports, and buys great art.
  • 3. 211,320 followers 2.19 million followers 848,640 followers
  • 4. 2012 goal: Awareness
  • 5. ● label board Threadless VDay Challenge ● 10 pins / 5 Threadless products ● $100 Threadless GC / $100 Amazon
  • 6. 366 boards submitted
  • 7. 2013 goal: More Eyeballs + Less Time
  • 8. "We'll choose from amongst the most shared boards."
  • 9. 2012 2013
  • 10. 2014 goal: Content Strategy Integration
  • 11. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  • 12. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  • 13. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  • 14. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Inspire
  • 15. Content Grid Creating Sharing Interacting Support video interviews with artists outside of Threadless artwork/galleries Which tee if your favorite from this artist's collection? Inform brand video for new Lebowski release Cat GIFs to get people excited for new cat tees "Hug" by Morkii is reprinted. Tag someone you want to hug Inspire Pinterest board of art nouveau work for challenge Share instagram gallery of high fashion tee styles Submit to the "original characters" challenge.
  • 16. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire
  • 17. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire #Teegether Challenge
  • 18. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Craig Love Memes Pinterest Challenge Inspire Teegether Challenge
  • 19. 2012 ● Incorporate an emotional component ● Prizing doesn't have to break the bank
  • 20. 2013 ● Maximize shares without sacrificing a real connection ● Make it competitive by making participants transparent
  • 21. 2014 ● Find out where it fits on a broader strategy
  • 22. 2015 ● Require pinners to follow Threadless handle ● Repin winning board(s) to our handle
  • 23. Thanks.