For brands that provide services or products that aren’t very pin-worthy, Pinterest may seem unnecessary. But keep in mind that staying top-of-mind with consumers is essential on all platforms and Pinterest is no exception. For a company like Lowe’s or Home Depot, their products are primarily tools, home appliances, and services like carpet installation, appliance installation, home painting, and more. When approaching Pinterest, it’s important to consider what your products can bring to the table and why people would want to pin, repin, and learn more about your products and services.
By taking on the challenge creatively, a home store can share DIY projects with before and after visual examples, instructographics, and beautiful photos of renovated homes to inspire their customers to get in the store and stop procrastinating that bathroom renovation they’ve been putting off.
For companies that are primarily service-based, like a bank for example, it’s important to think outside of the box when planning Pinterest boards and promotions. The key is to share why their service is useful to customers and to give those benefits a visual story.
Capital One has done a good job of using Pinterest to engage followers. Their Pinterest shares mostly bucket list and travel pins visually communicating how their Venture credit card can help pinners check off their travel bucket lists by making their dream trips a reality with double miles on every purchase. They ask pinners to make a Bucket List board and pin from their The Venture #BucketList board. By incorporating this campaign on their Tumblr, Instagram, Twitter, and Facebook, their consumers will be exposed to all of the possible personalized benefits this product can give them in different ways across different platforms.
We’ve collaborated with a lot of brands who’ve teamed up with our tastemakers to promote their products and services on Pinterest in many different ways. The great thing about Pinterest is that it can be used in many different ways and since every brand is different it’s a match in heaven.By pairing brands with highly followed, creative pinners who also may have strong presence in blogging, Twitter, Tumblr and Instagram, they will have a well-rounded campaign that is trackable every step of the way. The following two examples share two non-traditional brands that have had successful and unique campaigns on Pinterest.
Progressive & Flo
Progressive utilized Pinterest creatively, asking pinners and bloggers to create and share Flo-inspired Halloween crafts. Progressive partnered with 10 top pinners to create relevant, trending content for the fall season. They capitalized on high-growth categories such as Food and DIY & Crafting.
Buick needed to promote the launch of the Buick Encore and did so through their “Pinboard to Dashboard” campaign. During the campaign, one top pinner – Michael Wurm, Jr. (Inspired By Charm) – was flown to Detroit, MI for a behind-the-scenes look at the new Buick Encore.
He was then asked to put together a themed Pinterest board, which depicted how he would style his car, what he would do with it, and where he would go in it. His completed board & designs were also featured in a Buick lookbook, which was promoted through numerous media outlets including Mashable.
Upon completion, his entry, as well as other bloggers’ entries, were reviewed by a panel of judges and Michael was selected as the winner. He then joined Buick in unveiling the Encore at the New York Auto Show in Spring 2013. See some of his beautiful pins sharing how something as simple as a car can inspire color schemes and trips to the beach in a way that’s engaging and exciting to pinners!
Tip 1 – Give the rewards your services provide a visual story
Tip 2 – Think outside of the box
Tip 3 – Pin a wide array of categories
Tip 4 – Team up with a successful pinner
Tip 5 – Run a Pinterest promotion or contest
Tip 6 – Pin other people’s content
Tip 7 – Be interactive and descriptive
Reminder – only share pins that are good quality and with good dimensions – taller is better!
Like this article? Check out Vincent Ng’s recent article, “5 Reasons Why Starbucks’ Pinterest Strategy is Not A Big Hit.”
Interested in starting a group board? Check out “Best Practices for Group Boards on Pinterest.”
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