The
feminine hygiene company Kotex recently launched a campaign dubbed “the first Pinterest
campaign in the world.” An Israel-based creative boutique Smoyz run this so-called
“Woman’s Inspiration Day” campaign, which involved sending out gifts to 50
influential female users of Pinterest. All they need to do is to repin the gift
they received. The strategy of sending out gifts to influential social media
users is nothing new, but it is the media through which the campaign is carried
out that makes the difference. The interesting part is that since Pinterest is
place of visual self-expression, the company is easy to study what kinds of
designs and styles the influencers liked and is able to create personalized
gifts to them. The agency claimed that the result was that almost 100 percent
of the recipients then posted about their prizes on Pinterest, Facebook,
Twitter and Instagram, which led to 2,284 interactions and 694,853 total
impressions, which is a fantastic result for just 50 gift
boxes.
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