Pinterest has been recognized as the third most popular and biggest social networking site after Facebook and Twitter. It is interesting to see how business organizations are tapping into this social medium that works as a picture board. Most of the organizations and SME’s use Pinterest to pin their product images however two most innovative and successful social media marketing campaigns that were created using Pinterest were by Jetsetter and British Midland International.
Social Media Marketing Campaign #1- Jetsetter
Jetsetter created wave on social networking site Pinterest with their unique giveaway campaign. Aptly named ‘Pin it to win it’, this contest required the participants to create an ultimate destination pin board under four categories, escape, adventure, cosmopolitan and style. The pin board had to include ‘Jetsetter curator’ in the name and the pins required to have hashtag #JetsetterCurator.
Winning boards were selected by panel of judges and each winner won a three day stay at the destination in each category. This campaign also incentivized people for sharing the content by rewarding the most followed pin board with $1000 jetsetter credits. This campaign increased Jetsetter’s web traffic by 150% and enhanced their fan following on Pinterest by 3000 members. This campaign integrated simple and effective principle of enhancing visibility and incentivizing sharing to gain more followers.
Social Media Marketing Campaign #2- British Midland International
British Midland International created the first ever lottery contest on Pinterest. Users had to do is Pin up to six images from seven destinations on their Pinterest boards. All the photos are given a number from one to 63. Every week.
BMI chose a photo at random and if the photo belonging to user got pinned, the user would win a free BMI flight to selected destination. This campaign gained lot of exposure from different sites and soon it became the talk of the town. BMI benefitted from enhanced web traffic and mass scale branding with this campaign.