Pinterest, and its popularity as a topic discussed in the conference rooms of fashion industry companies, continues to grow at incredible speed. Many questions arise, “Should our brand be on Pinterest?”, “What are the legal ramifications of Pinterest?”, even “How do I use Pinterest?”. In today’s round up, we gather a snippet of examples of how some fashion brands are using the platform specifically to run campaigns. It comes as no surprise that many of the initiatives target the bridal audience, a major subset of users on Pinterest. What’s especially interesting, though, is how the logistics in running a campaign differ from one brand to the next. Some start the campaign on Pinterest and then take it off to other platforms, like Facebook. Others set up contests where some of the content and title is mandatory, while some invite users to be more freely creative. Through all of it, inferences can be gleaned that may impact your brand’s Pinterest strategy. Here, 5 campaigns to take note of:
Oscar de la Renta: Live Broadcast of Bridal Runway Show
No stranger to digital savvy, Oscar de la Renta elected to use Pinterest to unveil looks from the new bridal collection, as they went down the runway. Backstage shots and hair and makeup images mingled with product pics, resulting in a pinboard that not only conveyed a collection, it took an exclusive experience and re-created it for a larger audience.
Harrods: Queen’s Diamond Jubilee Street Party
This London retailer decided to use the visual scrapbooking platform to convey celebration-themed street party concepts for the event and has invited users to do the same. The winner’s concept will be used to create the actual window display at Harrods for the occasion. Users can enter by:
1. Creating a pinboard of their celebration theme. Harrods has posted their own to provide inspiration. Boards must be titled, “Harrods Street Party Window”.
2. Tweeting a link of the board to @HarrodsofLondon and adding the hashtag, #HarrodsWindows
3. The retailer chooses 3 boards to represent the finalist, posts these on their Facebook page and asks fans to vote on the winner, whose concept will be used for the store window displays.
BCBG: “I Do” Contest
Ever thought planning a wedding with a $5K budget was possible? BCBG partnered with Ruffled to put people’s creativity to the the test. The winning board receives $5,000 for their wedding and a BCBG bridal dress. Here’s what was needed to enter:
1. Create a board showing the elements in your wedding with a budget of $5K.
2. Be sure to include at least 3 items from BCBG and 3 items from Ruffled and categorize your board under Weddings & Events.
3. Email the link to your board to be entered.
Vespa and kate spade new york: Ride Colorfully
Where would you zoom off to? That’s the question Vespa and kate spade want you to answer by creating a visual pinboard. Here’s how to enter:
1. Create a board and title it “Ride colorfully”
2. Use the hashtag #ridecolorfully for every item you pin.
3. Four winners will be chosen to receive a brand new kate spade vespa.
Shopbop: Wedding Boutique Anniversary Contest
Capitalizing on the plethora of brides-to-be using Pinterest to discover, research, compare, save, and organize, Shopbop invites users to win up to $10,000 in Shopbop gifts card by doing these three things:
1. Following all Shopbop boards on Pinterest.
2. Use specific merchandise on Shopbop to create a board depicting your dream wedding, specifically titled, “Wedding Inspiration from Shopbop.com” and saved to the Weddings & Events category in Pinterest.
3. Email the link to your board to Shopbop to officially enter.
Photo credits: cbsnews.com