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

•

1 like•669 views

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

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

● label board Threadless VDay Challenge
● 10 pins / 5 Threadless products
● $100 Threadless GC / $100 Amazon

"We'll choose from amongst
the most shared boards."

Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Threadless Narrative:

Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Inspire

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
Challenge

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

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

1. The evolution of Threadless' Valentine's Day Pinterest Challenges

2. Threadless is a creative community that makes, supports, and buys great art.

8. 211,320 followers 2.19 million followers 848,640 followers

9. 2012 goal: Awareness

10. ● label board Threadless VDay Challenge ● 10 pins / 5 Threadless products ● $100 Threadless GC / $100 Amazon

11. 366 boards submitted

12.

13.

14.

15. 2013 goal: More Eyeballs + Less Time

16. "We'll choose from amongst the most shared boards."

17.

18. 2012 2013

19. 2014 goal: Content Strategy Integration

20. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:

21. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:

22. Threadless supports, inspires, and informs the community through creativity, interaction and exposure to the art world. Threadless Narrative:

23. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Inspire

24. 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.

25. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire

26.

27. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Pinterest Challenge Inspire #Teegether Challenge

28.

29. Content Grid VDAY 2014 Creating Sharing Interacting Support Inform Craig Love Memes Pinterest Challenge Inspire Teegether Challenge

30. 2012 ● Incorporate an emotional component ● Prizing doesn't have to break the bank

31. 2013 ● Maximize shares without sacrificing a real connection ● Make it competitive by making participants transparent

32. 2014 ● Find out where it fits on a broader strategy

33. 2015 ● Require pinners to follow Threadless handle ● Repin winning board(s) to our handle

34. Thanks.

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