Image of Peugeot’s Pinterest Panama Puzzle via Creative Guerilla Marketing
Pinterest does not have the same business functionality as its social media counterparts — Facebook and Twitter — so businesses have to be especially creative with their use of the website. In the spirit of the Pinterest craze, here are some of Cook + Schmid’s favorite Pinterest marketing campaigns:
1. Peugeot’s Panama Puzzle— French carmaker Peugeot Panama ran an interesting puzzle contest for their followers in March 2012. In essence, the company pinned various puzzles depicting different car models with missing pieces. Pinterest followers were then encouraged to search for the missing pieces on the Peugeot Panama Facebook page and official website, pin them on their own boards, and share with Peugeot. What made this campaign especially successful was that not only did it garner followers on the Peugeot Panama Pinterest account, but also directly drove traffic to their other pages. Check out the puzzles here.
2. GUESS’ “Color Me Inspired”—In an effort to promote their 2012 colorful denim collection, Guess launched a week-long Pinterest contest where pinners were instructed to create boards entitled “Guess My Color Inspiration” and pin a minimum of five images that corresponded to the company’s four spring colors — “Noir Teal,” “Hot House Orange,” “Red Hot Overdue” and “New Plum Light.” The winners were then chosen by well-known fashion bloggers Kristina Bazan of Kayture, Michelle Koesnadi of Glisters and Blisters, Jennifer Rand of Belle De Couture and Samantha Hutchinson of Could I Have That. Winners received a pair of color-coated denim from the GUESS Spring Collection. Check out the winners here.
3. “Women’s Inspiration Day” by KOTEX— This marketing campaign has recently been dubbed the “first Pinterest campaign in the world.” Israeli creative advertising agency —Smoyz — created a campaign for Kotex called “Inspiration Day” in which they sent out 50 gifts to inspirational female users of Pinterest. Since the website allows women to post items they essentially want, Smoyz was able to customize each gift. The women then claimed their prize by repinning the image of the gift on their Pinterest accounts. The presents were then delivered to the winners in real life. The campaign reached nearly 700,000 impressions. Check out the video case study on this campaign here.