June 24, 2014
CB2’s recent APT CB2 campaign should have been a huge success. It was based on an awesome concept, a beautiful mini-site, an impressive promotional video, and came from a brand that has some of the most pin-worthy products on the planet – not to mention a website that showcases these products in gorgeous editorial shots. The campaign concept: Five designers furnish different rooms in a real-life NYC based apartment, with Pinterest users getting final say in what CB2 products are used in the designs.
However, due to what appeared to be an overall lack of knowledge around how people naturally engage with Pinterest and what images do best on the platform, the campaign ended up with significantly lower engagement than it should have gotten.
It was successful from the standpoint that it got a ton of press coverage prior to launching – which may have been the point – but at the end of the day, this $1M campaign left a ton of opportunity on the table. After all, the campaign received only 11,648 repins and 6,989 likes (the equivalent of votes) on Pinterest. These numbers may seem solid, but if the campaign were structured in a more natural fit for Pinterest, the right pinners were used, and better creative were provided, CB2 could easily have seen 10 to 20 times those numbers – or more. Consider the designers involved in the campaign get an average of 986 repins/pin on their non-CB2 campaign boards, but they averaged a meager 123 repins/pin on campaign-related content.
The campaign in a nutshell: Five designers furnished a real-life NYC apartment using Pinterest! They created pin boards dedicated to their respective room within the house (office, rooftop, living room, dining room and bedroom). Over the course of 24 hours, the designers pinned groups of products from CB2 that their followers could then vote on by “liking.” For instance, the designer responsible for the office would pin three desk lamps in a row, and whichever desk lamp got the most “likes” would be used in that real-life room.
WHY IT MISSED THE MARK (more…)
Posted In - Marketing example, Pinterest news, Pinterest tips