Pinterest marketing campaign


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The Pinterest marketing campaign that I presented during my internship. The company has now launched a similar Pinterest contest based on my findings.

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  • Pinterest marketing campaign

    1. 1. Pinterest Campaign Project Summer 2012
    2. 2. I - Background
    3. 3. What is ? Pinterest is a social media platform centered around lifestyle• Pinterest lets you organize andshare your interests you find on theweb.• People use pinboards to plan theirweddings, decorate their homes,and organize their favorite recipes.• You can browse pin boards createdby other people and brands to getinspiration from people who shareyour interests.
    4. 4. Terminology Repin Like Comment Boards Pins
    5. 5. Benefits of Pinterest• Ranked as the #3 social media sitewith 104 million visitors • Facebook: 7 billion • Twitter: 182 million•About 1 in 4 consumers reported tospending less time on other socialmedia in favor of Pinterest• 25% of consumers reportedpurchasing a product afterdiscovering it on Pinterest• 4 of the 5 most followed retailers onPinterest are fashion retailers Referral traffic is far higher on Pinterest than other social media
    6. 6. II - Objectives
    7. 7. Key ObjectivesMarketing/Brand Awareness Promotional• Not only raising brand awareness, • Web traffic and engagementbut also driving purchase behavior spikes from being present on different channels• Popular and fast growing socialplatform that fits into LAGOS’ digital • Define brand voice and createstrategy community of followers who interact• Leads to customer engagementand possible buyers • Communication is a two-way street – sociable and responsive Sales Cycle for an Online Platform
    8. 8. Pinterest’s Reach Pinterest reaches current and potential customers with interests in fashion and has purchasing power
    9. 9. Style/Fashion is the 4th most popular categorywith almost 1/3 of users engaging in the topic
    10. 10. How We Fit In• 87% of Pinterest users are women between25-54 years old• Our brand is highly visual in nature –Pinterest is all about images!• There is a planning element to our brand –fashion and lifestyle businesses lendthemselves well to Pinterest• Ahead of the game: Many large retailersand competitors still do not have a Pinterestaccount • Including: John Hardy, David Yurman, J. Crew, Ralph Lauren, etc.• Sold at majors with leading social mediapresences
    11. 11. III – Campaign Examples
    12. 12. OverviewBrands Included:• Kotex• Guess• Ruche Boutique• Refinery29• Nordstrom• The Zoe Report
    13. 13. Kotex “Women’s Inspiration Day”• Debuted in March 2012 by SmoyzCreative Agency• Found 50 “inspiring” women andlooked at what they were pinning• Once recipient pinned the virtualgift from Kotex, she got a real onein the mail based on somethingshe had pinned• Nearly 100% of the womenposted about their gift – includingon other social media outlets Over 2,200 interactions based on the 50 gifts
    14. 14. Guess “Color Me Inspired”• Debuted in March 2012• Pinners created a board titled “GUESSMy Color Inspiration” and pinned atleast 5 images that inspire them forspring based on four pre-chosen colors• Include the hashtag “#GUESScolor”under each pin and post a commenton Guess’s contest rules pin with a linkto their board• Winners were chosen by fashionbloggers me-inspired-contest/
    15. 15. Ruche Boutique “A Pin A Day In May”• Debuted in May 2012• Pinners created a board titled “A Pin ADay In May” and pinned one pictureevery day for month of May• Submit the board at the end of themonth to• All submitted participants received a$10 one time use coupon to use atRuche
    16. 16. Refinery29 “Summer Must-Haves”• Debuted in July 2012• Pinners created a board titled“Refinery29 Summer Essentials” andpinned at least 5 essentials fromRefinery29• Include the hashtag#r29summerstyle”for each pin• Re-pin the contest rules and paste alink to your board• R29 Editors select a winner to winCéline tote and have board featuredon
    17. 17. Nordstrom “Pin to Win $1,000”• Debuted in July 2012 duringAnniversary Sale• Pinners created or added to aboard with at least 3 Nordstrom itempins• Submit entry with board URL andadditional info• Entered in for a chance to win oneof five $1,000 Nordstrom gift cards
    18. 18. The Zoe Report “Celebrate TZR’s 3rd Birthday”• Debuted in August 2012• Pinners created a board titled“Happy B-Day The Zoe Report” andpinned a head-to-toe celebratoryoutfit, including 3 items from Barneys• Include the hashtag “#TZRbday”under each pin• Paste link to the board underneathcontest rules• Winner was chosen by Team Zoe toreceive $500 Barneys gift card
    19. 19. IV – LAGOS +
    20. 20. Our Audience45 year old womanHH: + 150KLives in a suburban environmentProfessional experienceWith a familyKnowledgeableShops in Nordstrom and Neiman Marcus - shops onlineBuys David Yurman, Ippolita, John HardyWears St. John, Louis Vuitton, Donna Karan
    21. 21. Objectives and Goals• Targets current and potential customers; grows brand awareness for currentNordstrom customers unaware of LAGOS• Partnering with Nordstrom amplifies our Pinterest presence and strengthensbrand identity • Over 275,000 Pinterest followers and 1.5 million Facebook likes• Gain followers on Pinterest and increase brand engagement • Cross-platform promotions with Nordstrom and LAGOS social media/affiliated blogs• Storytelling element encourages purchase consideration (i.e. building alifestyle around the jewelry)• Gather market data (• Increase web traffic to and to drive sales • Incite stronger Pinterest referral traffic on Google Analytics
    22. 22. Our Pinterest Campaign Example: • Introduce in Winter 2012 • Partner with Nordstrom • Pinners create a board titled “A LAGOS Soirée” and pin festive winter essentials, including 3 items# from the Soirée collection and 3 items from# Nordstrom • Include the hashtag “#LAGOS” or #Nordstrom under each respective pin • Winner, chosen by Nordstrom social team, wins the Soirée 5-Band Stack Ring or Nordstrom gift card and board is featured on LAGOS Facebook page