People are addicted to Pinterest. From September 2011 to February 2012, the monthly unique visits to the Pinterest site grew over 866 percent. Therefore, it makes sense for brands to jump in and leverage the targeted traffic that goes to the site.
Mashable published the 5 Interesting Pinterest Marketing Campaigns where it recognized some of the most creative marketing campaigns by brands on Pinterest which are the following.
1. Kotex’s Women’s Inspiration Day
2. Peugeot’s Panama Puzzle
3. Guess’s “Color Me Inspired” Campaign
4. Procter & Gamble’s “Thank You Mum”
5. British Midland International’s “Pinterest Lottery”
How Sony Uses Pinterest to Drive Traffic
In an article by eConsultancy, it discusses how Sony uses Pinterest to drive up its traffic and sales. Callan Green from Sony Electronics presented Sony’s new Pinterest strategy and highlighted how businesses can get started in this growing space.
By knowing what fans wanted, this allowed the Sony team to plan its potential boards and analyze the assets they already had in its Flickr community, in house and in its archives.
Questions to ask before Embarking on a Pinterest Strategy
When you decide to embark on any type of social strategy, there are a few important questions to ask:
How are you devoting internal resources?
How does it tie into your overall businesss goals?
How will you measure success?
How do you want to be viewed on the platform?
How do you compete for eyeballs?
Sony’s strategy is to build a community and engage fans. They do that by creating pins and boards focused on three main objectives:
Driving sales through its new products board
Creating brand affinity with boards such as its retro Sony board
Building community acquisitions with techy geek fun pinning photos of things such as Harry Potter, Star Wars and the Avengers
While social networking platforms are great ways for brands to engage with its target market, it is also important to understand the behavior of the users, learn more about what they really want and need, identify areas where the brand could get in and add value before trying to jump in the bandwagon.