Companies are using the cataloguing and commenting features to target the largely female user base that Pinterest has gained, and many are doing it to great effect.
1. Peugeot – Peugeot’s Panama Puzzle
The Panama branch of French car manufacturer Peugeot ran an interactive campaign on their Pinterest page.
A car comprised of a number of images was displayed on their pinboards, with a few sections missing. Fans had to go to Peugeot’s Facebook page or website in order to get images of the missing sections.
Peugeot’s campaign is an example of how important it is to get your fans following across all social media sites.
2. BMI Airlines – The Pinterest Lottery
British Midland International Airlines, which is now part of British Airways, ran a competition earlier this year on Pinterest.
Contestants had to repin up to six images of five different BMI destinations – Beirut, Dublin, Marrakech, Moscow and Nice – all of which were inundated with BMI advertising.
Each weekend, a number would be chosen at random and the contestants who had repinned the image it corresponded to would have the chance of winning two return tickets to a BMI destination.
3. Calypso St Berth – What I’m Packing For
Women's apparel manufacturer, Calypso St. Barth, were one of the first to take advantage of Pinterest's largely female user base.
The company asked a Pinterest user, Christine Martinez, to take photos behind the scenes of their summer catalogue fashion shoot.
4. Proctor & Gamble – Thank You Mum
Olympic worldwide partner P&G ran a Pinterest campaign during the Olympics which drew attention to the mothers behind the athletes competing in the London Olympics.
The company set up a number of pinboards supporting both the mothers of athletes and athletes who were mothers in order to raise brand awareness online.
5. McKay Flooring
UK company McKay Flooring were able to successfully utilise the benefits of both Pinterest and Instagram for their social marketing campaign.
McKay Flooring used instagram to run a hashtag competition on Twitter, taking advantage of both sites interconnectivity.
They then created virtual catalogues on Pinterest, using the system of pinboard categorisation to target specific markets and raise brand awareness.
6. Honda – #Pintermission
Automobile manufacturer, Honda, rewarded its five most active pinners with $500 to enjoy on a day off from Pinterest.
The winners were encouraged to pin images from their days off. Of the five winners, one took a holiday in Hawaii, and one travelled all the way to London.
7. ModCloth – Something ModCloth, Something You
Retail company ModCloth ran a contest on Pinterest with a wedding theme. Contestants had to follow ModCloth on Twitter and then create a pinboard with images with the relevant hashtags (#modcloth and #wedding).
The pinboard had to comprise of twenty pins, each of which corresponded to one of the categories show on the announcement poster above.
Contestants than entered by posting a comment with a link to their pinboard on the ModCloth Pinterest page.
8. Land’s End – Pin It To Win It
In November last year, casual clothing company Lands' End Canvas challenged their Pinterest followers to create the best pinboard, comprised of images from their autumnal clothing ranges.
Land's End Canvas realised that consumers were already "engaging with their brand" on Pinterest. A competition, they decided, would be a great way to increase customer interaction.
The Pin It to Win It competition not only helped participants "discover Lands’ End Canvas", but also helped to "inspire their personal style".
9. Kotex – Women’s Inspiration Day
Israeli agency Smoyz created a campaign for Kotex where they followed fifty ‘inspiring’ women on Pinterest to discover what they liked.
Kotex then sent each woman a virtual gift, if they pinned the gift on Pinterest they received the gift in reality by mail.
Over 90% of the women posted about their gift, not only on Pinterest, but also across Facebook, Twitter and Instagram. In total there were over 2,200 interactions related to the campaign.
10. Guess – Colour Me Inspired
In March this year, clothes company Guess challenged its followers to create pinboards with four different thematic colours: “Noir Teal,” “Hot House Orange”, “Red Hot Overdue” and “New Plum Light”.
Four winners were chosen by a panel of judges from the fashion industry.
Have you come across any interesting Pinterest campaigns?
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