The evolution of Threadless'
Valentine's Day Pinterest Challenges
Threadless is a creative community that makes,
supports, and buys great art.
211,320 followers
2.19 million followers
848,640 followers
2012 goal:
Awareness
● label board Threadless VDay Challenge
● 10 pins / 5 Threadless products
● $100 Threadless GC / $100 Amazon
366 boards submitted
2013 goal:
More Eyeballs + Less Time
"We'll choose from amongst
the most shared boards."
2012 2013
2014 goal:
Content Strategy
Integration
Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Th...
Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Th...
Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Th...
Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Inspire
Content Grid
Creating Sharing Interacting
Support
video interviews
with artists
outside of
Threadless
artwork/galleries
Wh...
Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Pinterest Challenge
Inspire
Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Pinterest Challenge
Inspire
#Teegether
Challenge
Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Craig Love Memes Pinterest Challenge
Inspire
Teegether
...
2012
● Incorporate an emotional component
● Prizing doesn't have to break the bank
2013
● Maximize shares without sacrificing a
real connection
● Make it competitive by making
participants transparent
2014
● Find out where it fits on a broader
strategy
2015
● Require pinners to follow Threadless
handle
● Repin winning board(s) to our handle
Thanks.
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
The Evolution of Threadless’ Valentine’s Day Pinterest Contests, Jess Hanebury , Threadless
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 every year

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

  1. 1. The evolution of Threadless' Valentine's Day Pinterest Challenges
  2. 2. Threadless is a creative community that makes, supports, and buys great art.
  3. 3. 211,320 followers 2.19 million followers 848,640 followers
  4. 4. 2012 goal: Awareness
  5. 5. ● label board Threadless VDay Challenge ● 10 pins / 5 Threadless products ● $100 Threadless GC / $100 Amazon
  6. 6. 366 boards submitted
  7. 7. 2013 goal: More Eyeballs + Less Time
  8. 8. "We'll choose from amongst the most shared boards."
  9. 9. 2012 2013
  10. 10. 2014 goal: Content Strategy Integration
  11. 11. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  12. 12. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  13. 13. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:
  14. 14. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Inspire
  15. 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. 16. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire
  17. 17. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire #Teegether Challenge
  18. 18. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Craig Love Memes Pinterest Challenge Inspire Teegether Challenge
  19. 19. 2012 ● Incorporate an emotional component ● Prizing doesn't have to break the bank
  20. 20. 2013 ● Maximize shares without sacrificing a real connection ● Make it competitive by making participants transparent
  21. 21. 2014 ● Find out where it fits on a broader strategy
  22. 22. 2015 ● Require pinners to follow Threadless handle ● Repin winning board(s) to our handle
  23. 23. Thanks.

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