With Pinterest gathering more footing in the social media realm, it was only a matter of time before companies would start to leverage it. Personally, I had been thinking about how to adequately leverage Pinterest from a marketing/advertising standpoint. Smoyz, an advertising agency, and French car manufacturer Peugeo developed a unique utilization for the site.
The agency put together a video detailing an initiative they engaged in for Kotex, which serves much like a case study for using the platform. In detail, they ran a campaign for Kotex called "Women's Inspiration Day" that involved targeting 50 active users of pinterest and seeking to understand their pins. By doing this, Smoyz felt they had been able to target the users key interests (it is pINTERST). Using this they created a customized gift box based on the pins.
In all, it isn't much or the most ground-breaking approach but it is the first I've seen to really attempt to harness the power of the Pinterest platform. Yet, in the end Smoyz was able to get 100% response rate, leading to 2,284 interaction and 694,853 total impressions.
In a similar respect, Peugeot is running a rather clever campaign on the site. They have create a series of boards that reads like an advertisement to showcase its newest models. Yet, some of the boards are missing images and once the five pictures are found, pinned, and pieced together, they reveal a car model. The way the puzzle can be completed is by trying to find, match, and pin images from the company's Facebook page or website. In the end, the first five to complete the puzzle boards and share it with Peugeot, will win certain prizes.
Leave it to the French to develop an innovative use for the platform. I love this because it encourages a user to go beyond pinterest to interact with the brand. The user is encouraged to delve into the company website and beyond to obtain the images in hopes of winning the prize.
Pinterst is a site based in self-expression, which can exclude a number of professional services firms. Yet, there is hope for the accountants and lawyers seeking to leverage social media. Pinterests specific page for advertising print campaigns is here (even HSBC has a spot). On the other hand, its is a vital and great tool for design, clothing, art, architecture, and music companies. It also provides yet another free advertising venue for companies to use to extend their online presence and reach.
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