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

1. Pinterest Campaign Project
Summer 2012

2. I - Background

3. What is ?
Pinterest is a social media platform
centered around lifestyle
• Pinterest lets you organize and
share your interests you find on the
web.
• People use pinboards to plan their
weddings, decorate their homes,
and organize their favorite recipes.
• You can browse pin boards created
by other people and brands to get
inspiration from people who share
your interests.

4. Terminology
Repin Like Comment
Boards Pins

5. Benefits of Pinterest
• Ranked as the #3 social media site
with 104 million visitors
• Facebook: 7 billion
• Twitter: 182 million
•About 1 in 4 consumers reported to
spending less time on other social
media in favor of Pinterest
• 25% of consumers reported
purchasing a product after
discovering it on Pinterest
• 4 of the 5 most followed retailers on
Pinterest are fashion retailers Referral traffic is far higher on Pinterest than
other social media

6. II - Objectives

7. Key Objectives
Marketing/Brand Awareness Promotional
• Not only raising brand awareness, • Web traffic and engagement
but also driving purchase behavior spikes from being present on
different channels
• Popular and fast growing social
platform that fits into LAGOS’ digital • Define brand voice and create
strategy community of followers who
interact
• Leads to customer engagement
and possible buyers • Communication is a two-way
street – sociable and responsive
Sales Cycle for an Online Platform

8. Pinterest’s Reach
Pinterest reaches current and potential customers with interests
in fashion and has purchasing power

9. Style/Fashion is the 4th most popular category
with almost 1/3 of users engaging in the topic

10. How We Fit In
• 87% of Pinterest users are women between
25-54 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 lend
themselves well to Pinterest
• Ahead of the game: Many large retailers
and competitors still do not have a Pinterest
account
• Including: John Hardy, David Yurman,
J. Crew, Ralph Lauren, etc.
• Sold at majors with leading social media
presences

11. III – Campaign Examples

12. Overview
Brands Included:
• Kotex
• Guess
• Ruche Boutique
• Refinery29
• Nordstrom
• The Zoe Report

13. Kotex
“Women’s Inspiration Day”
• Debuted in March 2012 by Smoyz
Creative Agency
• Found 50 “inspiring” women and
looked at what they were pinning
• Once recipient pinned the virtual
gift from Kotex, she got a real one
in the mail based on something
she had pinned
• Nearly 100% of the women
posted about their gift – including
on other social media outlets
http://youtu.be/UVCoM4ao2Tw
Over 2,200 interactions based on the 50 gifts

14. Guess
“Color Me Inspired”
• Debuted in March 2012
• Pinners created a board titled “GUESS
My Color Inspiration” and pinned at
least 5 images that inspire them for
spring based on four pre-chosen colors
• Include the hashtag “#GUESScolor”
under each pin and post a comment
on Guess’s contest rules pin with a link
to their board
• Winners were chosen by fashion
bloggers
https://pinterest.com/guessinc/color-
me-inspired-contest/

15. Ruche Boutique
“A Pin A Day In May”
• Debuted in May 2012
• Pinners created a board titled “A Pin A
Day In May” and pinned one picture
every day for month of May
• Submit the board at the end of the
month to contests@shopruche.com
• All submitted participants received a
$10 one time use coupon to use at
Ruche

16. Refinery29
“Summer Must-Haves”
• Debuted in July 2012
• Pinners created a board titled
“Refinery29 Summer Essentials” and
pinned at least 5 essentials from
Refinery29
• Include the hashtag
#r29summerstyle”for each pin
• Re-pin the contest rules and paste a
link to your board
• R29 Editors select a winner to win
Céline tote and have board featured
on Refinery29.com

17. Nordstrom
“Pin to Win $1,000”
• Debuted in July 2012 during
Anniversary Sale
• Pinners created or added to a
board with at least 3 Nordstrom item
pins
• Submit entry with board URL and
additional info
• Entered in for a chance to win one
of five $1,000 Nordstrom gift cards

18. The Zoe Report
“Celebrate TZR’s 3rd Birthday”
• Debuted in August 2012
• Pinners created a board titled
“Happy B-Day The Zoe Report” and
pinned a head-to-toe celebratory
outfit, including 3 items from Barneys
• Include the hashtag “#TZRbday”
under each pin
• Paste link to the board underneath
contest rules
• Winner was chosen by Team Zoe to
receive $500 Barneys gift card

19. IV – LAGOS +

20. Our Audience
45 year old woman
HH: + 150K
Lives in a suburban environment
Professional experience
With a family
Knowledgeable
Shops in Nordstrom and Neiman Marcus - shops online
Buys David Yurman, Ippolita, John Hardy
Wears St. John, Louis Vuitton, Donna Karan

21. Objectives and Goals
• Targets current and potential customers; grows brand awareness for current
Nordstrom customers unaware of LAGOS
• Partnering with Nordstrom amplifies our Pinterest presence and strengthens
brand 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 a
lifestyle around the jewelry)
• Gather market data (pinterest.com/source/lagos.com)
• Increase web traffic to lagos.com and nordstrom.com to drive sales
• Incite stronger Pinterest referral traffic on Google Analytics

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