Overview and analysis of four companies that get a lot of business mileage out of Pinterest. Included companies are:
Whole Foods Market
The Travel Channel
Hobby Lobby
The US Army
2. Why Do We Care About Pinterest?
Strong source of traffic. Each “Pin” can be backlinked to
any website of your choosing.
Pinterest is currently surging. It was the fastest growing
social media platform at the end of 2013.
It is growing rapidly on mobile as well. Mobile revenue
from Pinterest was up 224% in Jan. 2014 compared to
Jan. 2013.
Strong visual medium. The content on Pinterest is all
images and videos – businesses with strong visual content
have the best chance at success.
3. Why It Works
One of the first brands on Pinterest, established
itself during the beta in 2011.
Appeals to one of the core trends among
Pinterest userbase (food images and healthy
eating)
Avoids direct product marketing, conducts soft
advertising via food images, healthy eating tips
and recipes.
Boards are organized into many niche boards
that cater to specific interests, not all of them
food related.
https://www.facebook.com/wholefoods
https://twitter.com/WholeFoods
http://www.pinterest.com/wholefoods/
4.
5. Why It Works
Takes advantage of Pinterest’s strength as a
visual medium combined with Pinterest users’
strong interest in travel/landscape images.
Branches out with food and animal boards to
leverage portions of Pinterest’s userbase
interested in that content.
Strong engagement – Travel Channel asks on
Facebook what boards followers would be
interested in on Pinterest.
Beyond appealing images, provides helpful
content such as tips on traveling or vacation
ideas.
https://www.facebook.com/TravelChannel
https://twitter.com/travelchannel
http://www.pinterest.com/travelchannel/
6.
7. Why It Works
Makes the most of Pinterest’s passion for arts
and crafts with several DIY boards.
Pins are very product centric, makes the most
of their product as a method of art.
Several “Gift Idea” boards and crafting
instruction pins provide valuable content to
users.
The boards themselves are numerous but well
organized into seasonal and holiday
categories.
https://www.facebook.com/HobbyLobby
https://twitter.com/HobbyLobbyStore
http://www.pinterest.com/HobbyLobby/
8.
9. Why It Works
Takes advantage of a niche audience. Army
terms are used in board titles, but not to the
point of excluding the uninformed.
Branches out into topical Pinterest trends
wherever possible (food, fashion, gender
equality, travel, etc.)
A focus on culture and humanitarian work to
put the Army’s best face forward.
They know that the broader Pinterest userbase
is not their audience. The boards stay focused
on what the audience wants.
https://www.facebook.com/Usarmy
https://twitter.com/USArmy
http://www.pinterest.com/usarmy/boards/
